TELLING THE UK GOVERNMENT AND The Nation THEY’RE FULL OF IT
The Challenge
Air Pollution levels across the UK are dangerously high but there is little understanding of the dangers we face just by stepping outside of our homes — we teamed up with the British Heart Foundation to lobby the Government to change the laws around air toxicity.
The Creative
You’re full of it
The creative concept BHF brought to us — You’re full of it — was built to immediately engage and flex to multiple audiences, so we needed it to be as punchy in delivery with Birmingham city centre shoppers as it was for London underground commuters.
For such a bold copy-led campaign, we developed a bespoke typeface made up of the tiny toxic particles to give a hyper-realistic look, which embodied the meaning of the words it formed. This key visual was at the heart of the campaign, seen up and down the country.
The Media Amplification
A multi-channel roll-out
We rolled the campaign out over two weeks in early January 2020.
A key aspect of the amplification was creative personalisation in busy locations across the UK including motorways, shopping centres and public transport hubs — Londoners are full of it. We all are.
Beyond our out-of-home placements there was a significant investment across digital display, social and email, reinforcing our underlying message,
This included an impactful cover wrap of the Metro newspaper, getting in the faces of thousands of busy commuters across London and beyond.
Impact: People taking action
BHF’s goal was getting at least 20% of the audience to visit the BHF website to understand further.
In the weeks after the campaign, 1 in 3 people said they visited the website To find out how to take action.
“
When I saw the cover I was intrigued and read the inside cover and back cover pages before I started to read the news. It was new information, and quite concerning.”
— Metro Reader, London
