When you’re communicating across multiple channels, it’s vital that everything you say clicks together as naturally as a jigsaw. That way, wherever people see or hear your message, it’ll be consistent, clear and recognisable.
So integrated campaign planning needs to be at the heart of your strategy. And so does a targeted, flexible and focused creative idea.
Oxfam’s ‘Home is…’ campaign, October 2011
I led the creative development of this Oxfam campaign to raise awareness of a land grab in Uganda. The idea, in a nutshell, was ‘home’. Variations of a single line (‘Home is…’) were used for train and tube ads (see above), a series of newspaper ads, with relevant lines developed for particular sections…
…digital display advertising, including animated banners such as this…
embedded by Embedded Video
… and Facebook wall posts and polls (click the image to read)…
The results? An unprecedented level of digital interaction, for a lower-than-usual spend. Significantly increased brand awareness and understanding of the issue. And, most importantly, mounting pressure on the UK-based company alleged to be involved in the land grab.