Title | END THE AWKWARD |
Brand | SCOPE |
Product/Service | BRAND |
Entrant Company
|
GREY LONDON, UNITED KINGDOM
|
Advertising Agency
|
GREY LONDON, UNITED KINGDOM
|
Media Agency
|
MEDIACOM London, UNITED KINGDOM
|
Production Company
|
BISCUIT FILMWORKS London, UNITED KINGDOM
|
Credits
Nils Leonard |
Grey London |
Chief Creative Officer |
Vicki Maguire |
Grey London |
Deputy Executive Creative Director |
Lex Down |
Grey London |
Creative |
Jamie Starbuck |
Grey London |
Creative |
Bill Scott |
Grey London |
Managing Director |
Katharine Easteal |
Grey London |
Account Management |
Sophie Fredheim |
Grey London |
Account Director |
Rosalie Jones |
Grey London |
Account Management |
Matt Tanter |
Grey London |
Planning Director |
Mike Alhadeff |
Grey London |
Planner |
Jeff Low |
Biscuit Filmworks |
Director |
Daniel Bronks |
Biscuit Filmworks |
Director Of Photography |
Kwok Yau |
Biscuit Filmworks |
Producer |
Anne Perri |
Workpost |
Editor |
The Campaign
Scope wanted to create a campaign that was responsible for changing behaviours around disability. We created the ‘End The Awkward’ campaign pinpointing three everyday scenarios – the workplace, the job interview and the pub – where disabled people could face awkward situations. Fronted by TV comedian Alex Brooker, the spots were a light humoured guide in resolving the tension in how to behave towards disabled people. This was supported online, principally through an online quiz where people could test their level of awkwardness. Social activity allowed people into the campaign with the hashtag #endtheawkward allowing people to tweet their own awkward situations.
Success of the Campaign
The results so far:
1.3 million views.
Over 100 stories in the media (including international television, radio, websites and newspapers).
Coverage on BBC News. 800k views (in one day) of an article exploring awkwardness.
Over 5000 tweets using #EndtheAwkward
Facebook activity saw over 130k people actively engaging with the campaign.
Over 65,000 people took our End The Awkward Quiz.
Smashed twitter engagement targets by 500%.
Importantly, the campaign galvanised the Scope team internally, and gave them a tool to talk about the work they do.
Scope’s short-term goal to get people talking about disability has been a resounding success but most importantly it has made a start on the long-term goal of changing attitudes and behavior. A great beginning to ‘The End of Awkward’
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The ‘End The Awkward’ campaign set about recognising ‘ice-breaker’ moments that everyone could relate to and launched with three films featuring these situations.
Spending media-money wisely the films aired as a ‘roadblock’ event on C4. This was followed with targeted online pre-rolls/VOD and cinema spots. Their call-to-action directed people to online content aimed at extending the conversation. This included a Facebook quiz asking people to test their awkwardness levels, behind the scenes material from the shoot days, and a full programme of content @Scope.org.uk/awkward tailored each week to fit the film’s themes.
It didn’t stop there: We then created a bespoke Buzzfeed article broadening the reach and continuing the conversation amd ambassador Alex Brooker took to Reddit for Scope participating in an online Q and A around the campaign and his involvement.