| Title | END THE AWKWARD |
| Brand | SCOPE |
| Product/Service | BRAND |
| Category |
F02. RESPONSE/REAL-TIME ACTIVITY |
|
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 |
| Holly Blackwell |
Grey London |
Agency Producer |
| 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 |
Creative Execution
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 and ambassador Alex Brooker took to Reddit for Scope participating in an online Q and A around the campaign and his involvement.
The results so far:
1.3 million views on Youtube.
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 on Facebook.
Smashed twitter engagement targets by 500%.
The campaign was successful in increasing awareness of Scope amongst the target audience, from 7% to 12%.
As a result of the campaign, 81% of people who saw the campaign think differently about disability.
The campaign objectives were to
Significantly raise the general public’s awareness of the issues faced by disabled people
Clearly establish Scope as a force for change that is tackling these issues
Establish Scope’s authority to do this
The target audience was young urbanites, 25-30 – as this group is most likely to have least proximity to disabled people, but potential to be cultivated as long term supporters.
The insight was that of 'innocent ignorance' - most people don't want to discriminate towards disabled people; they just don't know how to act. From this insight, we created the 'End of Awkward' - a socially led, integrated campaign. The insight shaped our social campaign; we created content especially for social channels based around everyday situations where awkwardness could arise, such as at work or social settings. The content was then seeded and encouraged to be shared.