Award winning, person focused wellbeing campaign.
Melanie Elizabeth
When it feels wrong, it's wrong.
The University of Central Lancashire approached us to create a campaign to promote and encourage interaction with their report and support tool.
The content needed to be to the point yet empathetic, direct without being overly triggering, and real enough to instil a sense of trust within the universities abilities to provide help.
We created content with three audiences of focus,
The victim
Bystanders
The perpetrator
All created with unconditional positive regard, empathy and congruence at their core, being mindful of diversity and inclusion considered at all times.
I worked with our internal strategist, head of client services, fellow copywriter, and head of design through from briefing and strategy, to ideation and content creation.
The creation of this content was a huge team effort, one which we were all extremely proud of. The client was really happy with the work, which has since won the Campaign of the Year at the Educate North awards.
It has been fantastic to work with you on this campaign and we really appreciate you bringing our difficult messages alive in such a creative and impactful way."
Senior Internal Communications Officer
University of Central Lancashire
"According to an attitude and awareness study – carried out on a sample group of students on the Preston campus – there was a 81% increase in the use of the ‘Report and Support’ tool, against an initial target of 20%. And 52% of students were aware of the campaign, against a target of 50%. When these students were asked if they believed whether the campaign would prompt a victim to act, 66% said yes."
Stats taken from Eleven case study website.
Like this project
Posted Apr 22, 2024
Project managed and assisted in ideation and content creation for the If it feels wrong, it's wrong campaign.
Likes
0
Views
8
Clients
University of Central Lancashire
Eleven Marketing & Communications
