Approach
We evaluated research led by Dr Lisa Marzano, which highlighted that some people still didn’t feel confident in what to do or say if they found themselves in this position. So, whilst the previous campaign phases had worked well for awareness of the campaign, we knew we needed to go one step further by giving people the confidence to act if they spotted someone who needed help.
Our clear strategic thinking responded to these four stages in the bystander’s thought process:
1. Identifying that something is wrong
2. Not feeling confident/not knowing what to say
3. Choosing to say something
4. Making a difference/saving a life
As our first objective was to increase awareness of the campaign, we worked with the client’s media buying agency to develop a channel strategy with a wide mix of paid and owned media to maximise reach. This included radio and Spotify adverts, mobile targeting, paid social, magazine and newspaper adverts, paid billboards, in-station advertising and PR.
To give our audience the confidence to act, we knew our creative needed to be inspirational. So using a bold typographic style and conversational language, we developed a creative solution that was relatable to our audience and encouraged them to start a conversation.
We tested audience feedback before and during the campaign to understand our audience’s emotional response and whether the campaign messages were being received. We also worked with a specialist research agency to test:
- the performance of the different creatives
- their impact on attitudes and actions
- their effect on brand reputation
- and how the individual executions could be optimised.
We created over 50 different assets for digital and print including social media assets in Welsh and English, as well as bilingual versions. This meant the creative needed to be adaptable. The campaign involved lots of client stakeholders and suppliers, so we created and managed a robust project delivery schedule with regular stakeholder catch-ups.
