Page 89 - The EDIT | Q2 2017

Ideas
89
Do you believe in From Google
love at rst glance,
Box viewers
or #LoveAtFirstTaste
to witnesses Ireland
Knorr is a 175 year old cooking brand, in danger of being left behind what’s trending in food culture. This
Campaign Title // From Google Box viewers to witnesses
campaign not only sparked a reset in how young people perceive us, but increased purchase intent and
Brand // Department of Justice and Equality — Second National Strategy market share across multiple markets at the same time.
for the Prevention of Domestic, Sexual and Gender Based Violence Campaign Duration // 14.11.2016–23.12.2016
In November 2016, the Irish Government secured funding for a communications campaign aimed at preventing domestic, sexual and gender based violence in Ireland. The core objective
was to bring mass awareness
to the existence of abuse in Ireland whilst educating the population on how to interact, help or intervene safely. To do this, PHD Ireland adopted a two- pronged approach: Firstly, ignite a fundamental cultural change
to shift perception on socially acceptable behaviour, and secondly, encourage bystanders to help victims, either directly or indirectly, and encourage victims to seek help for themselves.
To deliver this, PHD Ireland partnered with Virgin Media
Rolleoffcomms::IBMUPIALCDTININGG
Group, and created a series of disruptive spots featuring five key statistics on domestic violence
in Ireland. The statistics were shocking and engaging —
a simple creative comprising
of white text on black backgrounds, designed to interrupt a standard ad-break and deliver a proactive and impactful message. The team also created a three minute bespoke
piece, which ran during the full ad break of Googlebox Ireland.
The partnership delivered huge viewership and engagement numbers, and the messages became the second highest item trending on Twitter during the week it went to air. Seven in ten who saw the ad deemed it effective, with over half claiming that they would visit the website www.whatwouldyoudo.ie, for more information.
Global
THE EDIT ISSUE 06 | Q2 2017