I attended a reception in Edinburgh last night, hosted by the IPA to celebrate 100 years of Public Service advertising.
It was a relatively dry and reverential affair, and Brian Coane of The Leith Agency, and the final speaker, maintained the gravitas of the event.
But he brought a smile to the room in his retelling of how what might seem an extremely dry, very important (critically so in fact) subject matter came to the screens (well, certainly the computer screens) of the middle aged Scottish public and their well meaning and caring children.
It was part of the campaign to nudge people to do their bowel screening test.
As he explained it, the brief reflected the gravitas of the task — after all, bowel cancer is a major killer of middle aged and elderly people, and bowel screening can dramatically improve outcomes if caught early.
The brief stated, as the core objective…
“To increase the proportion of people with stage 1 disease at diagnosis (as a proxy indicator of survival outcome) and to use performance against a HEAT Target as a lever for whole systems approach to improvement.”
…and was translated, in creative and communications terms, as…
‘Don’t be snobby test your jobby’
The room laughed and the target audience did the same when they saw this exposition of the brief.
Good work from The Leith Agency, brilliantly told by Brian.
This post starts with a ‘free’ social media campaign that got France thinking about the insidiousness of alcoholism in its national identity.
Betc France created this ingenious social media campaign that is better told through this short case study video than I can do justice.
Suffice it to say it demonstrates beautifully that alcoholism is a social disease that surrounds us and we cannot necessarily spot without stepping back and questioning behaviour.
That was Betc’s brief from its client Addict Aide France and the solution is quite brilliant.
I call this ‘Rug pull’ advertising in which you are led to believe one thing before a twist completely turns the story on its head. It’s exceptionally hard to pull off but is all the more rewarding for it.
The real genius of this campaign isn’t so much the gathering of 50,000 followers for this ‘;fake’ 25 year old but the final post and how that was then turned into a shareable # campaign. All at no cost (other than production – which included loads of champagne and a few yacht hires admittedly).
It reminds me of how superbly the rug was pulled by Troy library in its book burning campaign…
…and the equally brilliant Transport For London, Think Cycle Safety, campaign .
State Street Capital commissioned McCann Erickson, New York to create a campaign to celebrate their innovative Index fund which comprises gender-diverse companies that have a higher percentage of women among their senior leadership.
That in itself is a great idea.
But the idea was even greater. It’s not really advertising, it’s not really PR.
It’s a bronze statue of a fearless Girl staring down the world famous “Wall Street Bull” in Manhattan’s financial district.
It was intended to be in place for one week only to coincide with International Women’s Day on 8 March 2017 but remains in place after public demand. Indeed Mayor Bill di Blasio commissioned its residence as part of the city’s transportation art program [sic]. Many want it to become permanent.
Rather than me run through the PHENOMENAL stats on its success, watch this video.