Impressions across social media
TV ad views – 20% of the Scottish population!
for the petition
The success of this campaign relied on emotively engaging the Scottish population. To build a narrative that really resonated we tested a number of themes, which informed our approach: delicately balancing the public’s need for a hopeful outlook against the urgent need of the housing crisis.
The broadcast advert, released digitally as well as on prime-time TV, led the emotive charge. This was followed with a targeted digital strategy which educated audiences with real human stories and hard hitting stats.
We launched #BuildScotlandsFuture before Christmas, preempting a shift in the audience’s mood in the New Year. So we created content with adaptable endings & varying moods. This meant we could pivot swiftly from positive pre-christmas messaging to a harder hitting tone in January and beyond.
We had a multichannel strategy, with traditional broadcast media, targeted digital ads and shopfront installations. It reached 25% of Scotland’s entire population, and inspired 20,000 petition signatures and over 2,000 letters sent to SMPs.
Leveraging this public pressure, we turned to pledge banners and cards that pitted parties against each other pre-election. They made social housing the issue to be seen supporting, and notable SMPs put their name to the campaign.