Down’s Syndrome Scotland - Changing behaviour

https://www.youtube.com/watch?v=kctd0y2zZO8

https://www.youtube.com/watch?v=iqe95VUbX4Q

Awareness week campaigns

BACKGROUND

Down’s Syndrome Scotland (DSS) was established in 1982 and is the only charity in Scotland dedicated solely to supporting people with Down’s syndrome (Ds) and their carers. A funding win meant that the charity was able to be more proactive in promoting its cause to the General Public but they were unsure as to how best to deliver this.

OBJECTIVE

Our aim with this campaign over the last three years has been to raise the profile of Down’s syndrome in Scotland and improve awareness among the general public of what it means to live with Ds – what people with Ds offer our society and the challenges they face.

WHAT WE DID

We recommended an approach, planned and bought the media that enabled us to deliver an engaging campaign that initially pulled on the heartstrings of the audience to build empathy. Latterly we developed the creative to be more direct and to the point through the strong use of challenging language that those with Ds experience everyday.

SERVICES USED

> Broadcast advertising
> Campaign creative
> Social media campaigns
> Motion graphics
> Video production

RESULTS

Delivered via TV (30” and 2 x 10”), Facebook, Twitter and Public Relations activity, results have included:

– Increased traffic to the website by over 125%, 72% of which were visiting for the first time.

– Ten fold increase in reach via Facebook with an increase of over 12.5k in actions.

– Increased Twitter impressions by 585% with visits rising from 115 in the week before the campaign to circa 4k.

– 27 pieces of coverage, 95% of which were positive/on message raising awareness with over 4m people delivering 32 minutes of broadcast time and an equivalent advertising revenue of £68k.

“Our first TV presence was a landmark moment for our small charity and given what we were trying to achieve, needed to be handled very sensitively. The Flock senior team took the time to really understand the brief and what was behind it. They ultimately came up with a terrific advert, with airing in excellent slots. Feedback on the piece has been just what we hoped for, we’ll certainly look to use them again.”

Chief Executive, Down’s Syndrome Scotland