Air Pollution levels across the UK are dangerously high but there is little understanding of the dangers we face just by stepping outside of our homes. We were tasked with working with the BHF to lobby the government to change the laws around air toxicity.
The creative concept ‘You’re full of it’ was built to immediately engage and speak to multiple audiences. We needed this concept to be as punchy in delivery with Birmingham city centre shoppers as it was for London underground commuters. We developed a bespoke typeface – the key creative asset in the campaign, from which to build out a plethora of personalized messages.
A Multi-Channel Roll-Out
This campaign rolled out over the course of 2 weeks in early January 2020. This included creative personalisation (‘Brummies are full of it’) in key locations across UK motorways, shopping centres and public transport hubs. As well as OOH there was significant digital investment across digital display, social and email.
Our primary measure of success was website traffic. BHF were looking to convert 20% of the audience to visit the website to learn how to take action. Early results indicate that we’ve smashed this target with nearly 1/3 saying they visited the website to find out how to take action.
British Heart Foundation - You're Full Of It
Air Pollution levels across the UK are dangerously high but there is little understanding of the dangers we face just by stepping outside of our homes. We were tasked with working with the BHF to lobby the Government to change the laws around air toxicity.