At Broccoli we’re delighted to re-join the IPM. As an integrated agency with its roots in promotions, we believe marketing should involve, connect and entertain. Too much of what’s out there is patronising or bland, catch-all corporate wallpaper.

We value straightforwardness and direct communication with clients and partners.

We also value our local community. This is why this year we’re continuing to support The Priory Racing Team in the Greenpower Challenge after a successful 2022 campaign.

Greenpower Education Trust (www.greenpower.co.uk) is a UK-based charity that gets young people into science and engineering by challenging them to design, build and race an electric car.

It’s an incredibly competitive race series and Broccoli wishes the team from local secondary school The Priory, success at their first race at Goodwood on 30 April.

We’re proud to be contributing to the education of local children and to be supporting a programme to build a more sustainable future.

Photo credit: Jake Osborne / Spacesuit Media

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In the second of our 6 featured cases from campaigns carried out through the Covid pandemic we have another case that we think showcases our industry’s specialism and creativity in overcoming very difficult circumstance.

All of the 6 case studies were selected by a panel of judges from a much wider pool of impressive work carried out by IPM member organisations and this week we are featuring this submission from Whistl.

Whistl

Campaign Management

Karen Roberts, Account Director and Mark Davies, Managing Director, Whistl (Doordrop Media) Ltd

Becs Phillips. Marketing Manager, RNLI

An impressive doordrop rescue

Many of the RNLI’s conventional forms of fundraising were closed-down due to Covid 19 restrictions, stemming vital funding. In addition, the organisation faced increased cost in ensuring their lifesavers were kept Covid safe during continued operations. Alternative methods of fundraising needed to be found to raise a targeted £880k in donations.

The RNLI turned to Whistl who by using donor data and their refined predictive modelling techniques identified specific areas to target potential donors. Whistl also provided support in the creative to help ensure it had maximum impact on delivery.

The campaign helped raise almost £1 million for RNLI, exceeding previous expectations and ensuring that Covid‐19 hadn’t meant a lost summer of fundraising for this remarkable life‐ saving cause. The ROI on this campaign was outstanding and the very nature of this technique meant that 45% of responding donors were new to the RNLI.

Judges’ quote

Whistl did what all good marketing should – target people where they are most receptive. And during a national lockdown the power of doordrops became even more relevant, helping a well-deserving cause stay front of mind even when they couldn’t be face to face, to exceed RNLI’s fundraising targets

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Ten Feet Tall, the ‘impact marketing’ agency, has been chosen by Wall’s Pastry, the UK’s leading sausage roll brand, to create, design and deliver an 8 week on-pack promotion in partnership with SportsAid, the charity which supports the next generation of up and coming GB sports athletes.

Launching on June 14th and running through the summer until August 8th, the promotion will enable participating customers to go online not only to trigger an instant 50p donation from Wall’s Pastry to SportsAid to help fund 25 potential GB sports stars but also to enter a prize draw to win 1 of 8 ‘money-can’t-buy’ experiences for two people in the form of an exclusive VIP GB Sports tour of the Queen Elizabeth Olympic Park.

Hosted by diving silver medallist Leon Taylor, this will be an action-packed day of a lifetime, with behind-the-scenes access to the entire site, taking part in a diving experience at the Aquatic Centre, touring the Olympic Velodrome with VIP access to the Six Day London cycling event, enjoying lunch at the top of the iconic ArcelorMittal Orbit – plus meet and greets with the Olympian and Paralympian stars of GB Sport.

Mike Holton, Brand Marketing Manager at Wall’s Pastry, said: “We are delighted to be working with Ten Feet Tall on our latest on-pack promotion. GB sports athletes have been incredibly resilient over the past 15 months and they’re finally starting to be able to train and compete, so this partnership with SportsAid will allow us to support our young athletes between the ages of 12 to 18 with much-needed and well-deserved funding to cover training and competition costs at the start of their careers.”

Ten Feet Tall MD Ed Hughes adds, “SportsAid is the UK’s leading charity for young athletes and has done some fantastic work over the years to help them achieve their ambitions. So as the world starts to return to some form of normality and we all look forward to a fantastic summer of sport, this was the perfect fit for an on-pack promotion with the brand that every sports lover associates with deliciously tasty fridge essentials that fuel those all-important half-time moments!”

SportsAid CEO Tim Lawler comments, “We’re really excited to be involved in the on-pack promotion with Wall’s Pastry. What a great way to kick off a return to sport and competition after the restrictions of the pandemic. SportsAid is part of the fabric of British sport – recognising and helping an emerging generation of talented young sports people to develop their potential and reach for their personal best. Through this promotion, Wall’s Pastry are creating the opportunity for anyone to play their part in helping the next generation and perhaps win some amazing experiences in the process. Watch out for the promotional packs and get involved!”

The on-pack promotion will be available in leading grocery and convenience stores across the UK, throughout the summer, and the prizes are redeemable by visiting here.

For more information about Wall’s Pastry or the on-pack promotion, please see here.

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Pressure group FreedomToDonate, publishing giant UNILAD and creative agency ELVIS today welcomed the UK Government’s announcement accepting their calls for an individualised risk-based blood donation policy – the most forward-thinking policy for gay and bisexual men in the world.

FreedomToDonate has been campaigning for a fair and equal blood donation system for men who sleep with men (MSM) for almost six years, and it worked with UNILAD, part of LADbible Group, to launch the consumer-facing #Bloodwithoutbias campaign in partnership with ELVIS in November last year.

As part of the campaign, UNILAD, FreedomToDonate and ELVIS launched “The Illegal Blood Bank” – the world’s first blood donation clinic for gay and bisexual men, with the aim of demonstrating that by bringing in an individualised risk-based policy, you can increase safe blood donations.

The blood bank gave MSM men the opportunity to donate their blood for the first time in their lives. In the one day the bank was open, FreedomToDonate and UNILAD collected enough blood to save 78 lives. 100% of the blood donated, which was tested to the same standards as blood donated via the NHS, was deemed perfectly safe to use.

On the first day of work for the UK’s new government, UNILAD and FreedomToDonate called for change by exhibiting the real human blood they had collected in adshels outside parliament and across London.

On launch day, conversation about blood donation on social increased by 140% (Meltwater). The campaign delivered 10.8 million impressions across UNILAD platforms, and 62% of those who saw the #Bloodwithoutbias campaign content were ‘extremely in favour’ of changing the policy, vs a benchmark of 46% (control group).

Until now, gay and bisexual men have not been allowed to donate unless they’ve abstained from sex for three months. All gay and bi men were, prior to today’s announcement, treated as too risky to donate, missing out on the potential of thousands of safe donors. This will now change as all donors, regardless of sex or sexuality, will soon be able to donate unless they have had anal sex with a new person or more than one person in the previous three months.

The #Bloodwithoutbias campaign has picked up 27 creative awards since its launch last year.

Ethan Spibey, Founder, FreedomToDonate, said: “Working with UNILAD and ELVIS on this campaign, we have been able to help show the public that individual assessments could work, that millions of lives could be saved, and we could change perceptions of gay and bisexual men who want to safely donate blood. We’re proud to be able to say that this campaign helped to contribute towards the change in legislation.”

Maya Orr, Head of Marketing & Comms, LADbible Group, added: “We’re so proud of the part played by UNILAD and its audience in this drive for equality. Our audience not only engaged with and shared content resulting in nearly a million video views but over 61 thousand people signed our petition and pledged over 5000 pints of blood to help keep piling on the pressure to rectify this bias towards gay and bisexual men. Furthermore, the campaign caught the attention and drove support within the media industry itself, winning 27 awards across the year, ensuring that this outdated policy was not forgotten. This is a huge moment for the UK in ensuring more people than ever can be treated fairly when looking to donate blood, and ultimately meaning more lives can be saved.”

Tanya Brookfield, CEO, ELVIS, concluded: “It’s been an honour to support the tireless work of FreedomToDonate. This giant step forward is quite frankly the best award we could win and something we will all be eternally proud of.”

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From Saturday 10th October,  on World Homeless Day, The Big Issue (TBI) has launched a digital campaign to highlight the support that Big Issue sellers receive from the Frontline team at the organisation in a bid to help boost sales of the magazine.

The Big Issue, which offers homeless and vulnerably housed people across the UK a means by which to earn a legitimate income, took the decision to safeguard its network of sellers and the public by asking that they stop selling on streets across the whole of the UK with immediate effect on 20th March.

On Monday 6th July, Big Issue sellers returned to selling the magazine across the country. However, with footfall significantly lower on many high streets, every sale counts and support from the public is needed now, more than ever.

The campaign, called “The Big Opportunity”, developed in partnership with creative agency, Fox & Hare, seeks to shine a light on the support that Big Issue sellers receive from the team on the ground in order to pursue their ambitions and passions.

The Big Issue team of over 60 frontline staff work with sellers in the following ways:

• Connection to specialist support services, access to safe and secure accommodation, support to gain official ID which facilitates registering for many services including obtaining a bank account
• Access to The Big Issue Vendor Support Fund for tools or items sellers might need to improve their lives
• Support with money management and digital and financial inclusion
• Help with exploring career opportunities by helping sellers to recognise transferable skills, update their CVs, search and apply for jobs and with interview coaching
• Back to work programmes, including corporate vendor placements and partnerships with organisations where there may be opportunities for sellers to take on roles within the business

The campaign consists of a series of 12 success stories that show the opportunity that selling The Big Issue provides people with for a chance to change their lives and realise their ambitions. The stories will be shared across the organisation’s website and social channels for four weeks.

The first story, to be shared on Saturday 10^th October, World Homeless Day, tells the story of Big Issue seller Martin McKenzie, 39, from London. He’s now been able to earn a living outside of selling the magazine and has aspirations to expand his mobile bike repair business. Martin has been supported to obtain a passport for ID and provided him with a card reader so he can accept contactless payments. Martin has also shared his mechanical skills in The Big Issue magazine’s weekly Seller Expert column.

Martin said: “I can turn my hand to anything. I’m educating myself in electric bikes at the minute so I can have a general understanding of how the battery packs work, and the motors, and how to rechain them and so on. The bigger picture for the business is a rickshaw. The Big Issue has always led to better things for me – it’s been there to help me get back on my feet a few times now, and I’m determined to get back on my feet this time too.”

Lord John Bird, the founder of The Big Issue, said: “With city and town centres a good deal quieter than usual, it’s very tough out there at the moment for Big Issue sellers. We felt it important to show people how life-changing our support can prove to be. Not only do we provide people with a means to earn a legitimate income by selling the magazine but we work closely with each and every seller to help them on their way to pursuing ambitions that they may have.

“We ask that you please be a part of that process of giving someone The Big Opportunity they need and deserve by buying a copy of the magazine. We would encourage anyone who wants to support us who doesn’t have a local seller to support The Big Issue’s mission to help people in poverty improve their lives, by buying a subscription to the magazine.”

Ben Fox, Strategy and Planning Director at Fox & Hare, said: “Following the success of #TheBigMissYou creative campaign at the start of lockdown, Fox & Hare wanted to continue supporting The Big Issue’s mission even further by championing the huge effort that frontline staff provide in order to improve vendors lives, as well as promoting a handful of the vendors themselves who are proving that hard work pays off in the long-term.

“There are so many opportunities for vendors and it’s all possible because of their frontline staff, so we wanted to share the powerful message of the #TheBigOpportunity to encourage more vendors to join up. Now more than ever, The Big Issue needs support to keep this life-changing work moving, so we’re urging everyone to subscribe to the digital edition of the magazine and play their part too.”

To read more about Martin and the other 11 stories being shared over the next four weeks, visit www.bigissue.com/support-the-big-issue/ or follow The Big Issue on Facebook, Twitter, Instagram or LinkedIn.

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Leading men’s health charity Movember, in partnership with The Distinguished Gentleman’s Ride (DGR) and Gillette has today announced multi-country grants funding for mental health programs that improve support for First Responders.

An initial investment of £3.38M/€3.92mil from Movember and DGR is being earmarked over the next two years to support this First Responder initiative as well as a Veteran and First Responder Initiative in Australia and Canada. A further £750,000 in funding is being provided through Gillette towards specific First Responder programs in the UK and Germany.

A minimum of 10 programs globally in total will be supported under a Veterans and First Responders Mental Health Program. This includes a minimum of three first responder programs in the UK which have already shown initial promise of improved mental health and wellbeing, or prevention of suicide, for a period of two years. Funding in the amount of up to GBP £133,000 per annum each with a total maximum value of £266,000 per funded program is being offered to successful teams.

The announcement follows an independent multi-country review commissioned by Movember and conducted by Dr Donald McCreary in 2019, which revealed a lack of publicly available evidence of the overall effectiveness and co-ordination of existing programs to support the needs of this group.

“Firefighters, paramedics and police officers are on the front line of our community each day, and they are also disproportionately affected by suicide and mental health issues, given they are likely to be exposed to various workplace stressors throughout their careers, including regular traumatic events,” Movember Global Director of Mental Health and Suicide Prevention, Brendan Maher said.

“We’re proud to be providing support to these groups of men in the community, along with their families through our grants funding program, and to build evidence around approaches and programs that truly make a difference. We’re also grateful for the collaboration offered by our program partner, The Distinguished Gentleman’s Ride, and by Movember’s official partner, Gillette.”

“Many riders that participate in the Distinguished Gentleman’s Ride have either served in the military or work in front line emergency response. We appreciate the risks they’ve taken, the sacrifices they’ve made and the impact that has had on their own mental health and wellbeing. It makes me really proud that the funds we’ve raised for Movember will help deliver support and services for this unique group of individuals.” Mark Hawwa, Founder, The Distinguished Gentleman’s Ride.

The review, spanning Australia, Canada, New Zealand, Ireland and the UK involved assessing scientific research available on early intervention and prevention programs in the general workforce and amongst veteran and first responder organisations.

Dr McCreary also interviewed subject matter experts in each country to better understand how these programs are being used, as well as conducting a comprehensive desktop review of digital and social media platforms to find and assess program information.

“The community has certainly looked to address the concerns around mental ill-health and suicide amongst military veterans and first responders, however, the review found there was little published evidence to indicate how effective existing mental health programs for this group are. Where programs do improve the mental health of participants, the effects are relatively minor and diminish over time. There is also little central co-ordination or knowledge sharing across existing programs,” Dr McCreary said.

A minimum of eight programs will be funded across all countries, with the purpose of the grants to identify current programs showing promise in improving the mental health of men in these groups and to build the evidence for effective interventions.

The funding forms part of Movember’s mental health cause area, and is in line with its approach of supporting scalable, evidence-based programs that focus on early intervention and prevention, to ultimately prevent suicide and improve mental health and wellbeing amongst this community.

Applications for grants are open until 23 November 2020. For more information about the grants program, eligibility and process, visit movember.com/vfrgrants

For a copy of the Veteran and First Responder Mental Ill Health and Suicide Prevention report published by Dr Donald McCreary, visit movember.com/vfrgrants

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Whistl Doordrop Media, the market leader in audience targeting and leaflet services has announced Government doordrops have outperformed the market during lockdown with the frequency of interaction up to 4.21 and in-home lifespan up to 9.5 days. This has led to a 45% increase in the media impressions generated by recent doordrops compared to Q2 2019. The data comes from JICMail, the gold-standard industry audience measurement body for advertising mail and door drops, of which Whistl is a founding member.

Charity use of doordrop increased by 4% during the lockdown, defying an overall 41% volume drop.  Despite this fall in volume, viewing frequency for Direct Mail is 4.58; 3.19 for Door Drops; and 4.87 for Business Mail, with mail interaction up by 14%. Mail order and financial services Direct Mail and Business Mail remained resilient during the lockdown.  Travel, tourism and attractions were predictably the most impacted categories.

Whistl clients using doordrops during lockdown have experienced some of their best ever results, including:

• A furniture retailer had an 11% increase in their online sales by using doordrops despite their physical stores being closed
• A charity has received £37k donations from just the phone in the first week of their doordrop
• A food company saw an increase of 40% vs. the original forecasted response in the first few weeks of the campaign. The campaign is estimated to mature with +37% improvement in the cost-efficiency

Mark Davies, Managing Director of Whistl Doordrop Media, said:

“The recent release of Q2 2020 data shines a light on the behaviour of a nation at home during lockdown Q2 2020 was an extraordinary time in so many ways, not least in terms of media consumption. Much has been reported about digital acceleration during this period but with a nation at home the latest JICMail data informs us that all mail channels benefited in terms of reach, frequency and longevity in the home. This backs up the compelling results we are seeing from client campaigns that are live at the moment indicating that there is no better time to be planning a mail or doordrop campaign.”

About Whistl

Whistl is a £600m+ revenue, delivery management company that provides mail, parcels, leaflet advertising, fulfilment and contact services in the UK and internationally. Headquartered in Marlow, the Whistl group of companies operate across the UK, and handles in excess of 3.6bn items a year.

For more information on these services please visit: www.whistl.co.uk

Twitter:  @WhistlUKNews   whistl  Blog

For media enquiries, please contact:

Paul Donlon: 020 3355 0959 or email: whistl@owlms.com

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St Mungo’s agency, Parkhouse, are excited to announce the launch of their summer appeal 2020 to help end homelessness. A summer appeal with a difference. It’s all about Christmas.

That’s because traditionally, Christmas is the time of year when many people get round to thinking about homelessness. But the point is that homeless people need our help all year round, to get off the streets and on with their lives.

So the creative treatment uses the language, visuals and music we’re all familiar with seeing and hearing during the festive season. What we’re not familiar with is seeing and hearing them in the middle of summer, which gives the campaign real cut through.

One execution informs you ‘’Tis the season to help homeless people’. It uses snow, a reindeer and a sleigh plus a classic Christmas tune to grab you in the July and August heat. The other asks you to wish homeless people a ‘Happy Summer’ and looks similarly festive.

Working in partnership with MintTwist, the media planning and buying features Facebook, Instagram, Twitter, YouTube and, a first for St Mungo’s, Spotify.

Laura Herring, Head of Individual Giving at St Mungo’s, is eager to begin. “Parkhouse approached St Mungo’s with an innovative way to keep the needs of our clients in front of mind during this unprecedented time. We’re very excited about the ‘Christmas in July’ campaign.  We’re grateful to Parkhouse for this creative idea and for the unique opportunity to incorporate Spotify into our fundraising activity. Traditionally, Christmas is a busy time for the charity, but the pandemic has shone a light on how public support is needed more than ever.”

Sharing her enthusiasm, Marc Michaels, Strategy and Creative Director at Parkhouse, added “we realised that homeless people can’t wait for Christmas. For very different reasons from the rest of us. So we started Christmas early”.

Andy Todd and John Vinton, the creative team behind the work, are equally passionate. “Lots of clients give you Christmas briefs to start work on in summer. But not many are visionary enough to actually launch Christmas campaigns then”.

The campaign launches in the first week of August and runs for two months, ending before the conventional Christmas campaigns begin.

 About Parkhouse

 As a strategic communications agency, Parkhouse combines the power of data with compelling creative to help brands connect better with their customers.

For any enquiries please contact Marc Michaels, Strategic and Creative Director at Parkhouse on MarcMichaels@paragon-cc.co.uk / https://parkhouseagency.com/

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Thursday 21st May 2020: Leading global men’s health charity, Movember, has today launched its ‘Take our Words for it’ campaign to support men during the COVID-19 pandemic.

Developed by creative agency MATTA, the concept is designed to compel people to engage with Movember Conversations, Movember’s new mental health tool to help to tackle issues of social isolation, stress and anxiety made worse by the global crisis.

The idea, ‘Take our Words for it’, is both literal and reassuring. The Movember Conversations tool gives users the right words to say to help a man who’s struggling, but the tagline also boasts a sense of encouragement to the help-giver: “You can do this, we’ve got the experience, take our words for it”.

The execution is based on the all-too-common tech fails we have been dealing with as we communicate at a distance – everything from poor internet connection to dodgy camera angles. It explains that while Movember can’t guarantee your technology will connect, it can ensure your words will.

UNIT9 – Ad Age’s 2019 Production Company of the Year – worked with MATTA and Movember to bring the films to life, with Director Simon Neal tasked with finding the delicate balance between humour and sincerity. All managed remotely, the actors not only took direction on performance but also framing and set dressing.

The men’s health charity also worked with Bountiful Cow on the global media strategy, which focuses on being in the centre of the male mental health conversation during COVID-19.

Focusing on the platforms for conversation and circulating around the credible debate, the campaign targets the male help-givers, those with more capacity and resilience to reach out to a man they know who is having a tough time.

Juliette Smith, Chief Marketing Officer at Movember, said: “Movember is committed to tackling the crisis in men’s mental health through its investment in early intervention and prevention programs.

‘Take our Words for it is designed to make men aware that it’s okay to not know what to say because Movember is there to guide you with its new online tool.

“We want to give people practical support when faced with a tough conversation and they just can’t find the right words themselves, and Movember Conversations does just that.

“During the pandemic, communication isn’t always easy. But while technology might let you down, Movember will make sure your words won’t.”

‘Take our Words for it’ launches on Thursday 21 May and will run for three weeks across major markets in the UK & Ireland, USA, Canada and Australia.

For more information: ukmedia@movember.com

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The independent brewer, Brewdog has started making hand sanitizers in a bid to help shortages due to the coronavirus pandemic.

The punk sanitizer is being created at their distillery in Aberdeen to supply those in need.

This weekend, Brewdog delivered the first batch of sanitizers to Aberdeen Royal Infirmary’s Intensive Care Unit to help with the hospital shortages.

As a result of high demand for sanitizers in frontline workers, Brewdog has agreed to free distribution for keyworkers across the UK and is working with the NHS and several charities including Turning Point Scotland and the Archie Foundation.

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