Spring / Summer 2021 Campaign Creative
CLIENT BRIEF & PITCH DOCUMENT
A total of five video treatments depicting real stories from real people who have benefitted from Talking Therapies is at the centre of the campaign. Four are complete and presented here, with
one more currently in production.
Thirty and sixty second edits of each video will also be available for use in social media.
Using quotes taken directly from the interviews with Talking Therapy service users, a total of five radio ads will reflect the very real mental health situations faced by ordinary people, and the benefits they gained from talking to a Therapist.
Two commercials are so far produced, with a further three scripts awaiting approval from the Radio Advertising Clearance Committee.
The three scripts below have been submitted to the RACC for broadcast clearance before production
Up to ten half-page press executions support the videos and drive conscious awareness of the current mental health climate. The press executions will all be adapted for use as social media posts and all ads carry different website urls (.org / .com / .net etc.) for effectiveness tracking and monitoring web traffic & conversion sources.
These also inform the topics used in social media over the eight weeks of he campaign, focusing on one mental health issue & target audience per week to generate social engagement on 'topics' rather than generic mental health issues.
The eight ads shown here use low resolution images and are presented for concept approval purposes. They are not final ad proofs.
Six initial Google AdWords ads have been created using initial test data focusing on the top ten search terms for Kent connected to mental health.
Social Media Identities
All Social Media headers & identities are drawn from the website header, in varying sizes & dimensions..
This example of the header used on FaceBook is typical of all Social headers & banners
Social Media Posts & Activity
Social Media activity will be driven by the five videos and the press ads that support them.
Posts will be made up of either an abbreviated version of a press advertisement or clip from one of the five videos, chosen to create discussion.
Choosing a single topic and / or audience group each week helps to target engagements -
preferably organic shares.
The posts which receive the best organic engagement will then be promoted on each platform with paid advertising, using highly targeted search terms similar to those employed in Google AdWords.
In the case of Facebook we are able to serve advertising directly to users who have visited the Help Kent & Medway landing page.
Two typical promoted posts, using one of our real story video cases, can be seen below: