Raise awareness of the New Year Resolutions Campaign
Brief
They wanted to encourage people to make ‘tidy’ New Year Resolutions and small lifestyle changes that collectively would have a huge impact on the environment and people’s pockets; changes that would dramatically improve the areas where we work, live and for visitors. As part of the campaign they also wanted to give people the option to donate to KWT, potentially through a ‘Donate a £1 a month’ campaign.
The brief included
- creation of a strapline
- development of a campaign brand (with concept options)
- development of ‘donate a £1 a month’ campaign
- production of advertising artwork
- assistance with production of a campaign implementation plan
- selection of most appropriate advertising methods
Target audience
Campaign Aims
- To get individuals, organisations and companies to sign up to our campaign and agree to make resolutions
- To turn resolutions into positive, measurable action
- To raise the profile of KWT
Suggested Methods
- To enlist ‘champions’ in companies and communities to spread the word
- To get ‘celebs’ to make a resolution and distribute via youtube and other means
- Widespread use of social media/viral marketing
- High profile Launch event
Result
The concept was carried through an online and offline marketing and pr communication strategy that involved a high profile PR launch event in Cardiff Bay, national 48 sheet and 6 sheet poster advertising, information leaflets and posters, national radio advertising through Real Radio, social media networking through facebook, twitter, linked in, giveaways such as window / car stickers and recycled shopping bags.
The campaign generated a wide press coverage in the first three weeks of activity which was fantastic considering the fast turnaround and the added Christmas period thrown into the mix.
The project generated over 1000 pledges to date.
‘We love it. The design is really simple, yet eye-catching, and is sure to encourage the Welsh public to make a pledge to look after and care for their local area.” Sarah Philpott Communications and Campaigns Officer
Solution
I will.
The concept was to encourage individuals to commit to undertaking a resolution for themselves.
For Wales.
As well as undertaking to commit to doing a small change for themselves the concept also pulled on the emotive stings of the audience by encouraging a level of pride in their home and country.
Deliverables
Imagery
The hero of the visual communications was you or me. We wanted to show real people participating in doing one of the 10 resolutions. We co-ordinated a photoshoot of six everyday people and directed them to emulate the resolutions. Each one of these were across all the marketing mix.
Supporting message
The images and campaign message was further supported with speech bubbles that highlighted the particular resolution.
A call to action encouraged the reader to click on the KWT website
All the concepts had to be bilingual.
