Campaign: Second Opinion

Ruth McGivern, account director at Geronimo, works on anti-discrimination campaign Age Positive.

Campaigns that aim to change people's attitudes present a challenge - your target audience can't simply be told something is 'wrong'. Messages need to be constantly reinforced and tailored to the audience.

On top of this, these sorts of campaigns fail to offer conventional news hooks. But with the media thirsty for new findings, regional angles, trends and controversy, it's crucial to develop creative angles that generate debate, coverage and, ultimately, behavioural change.

For me, QBO Bell Pottinger's approach ticked all the boxes for a strong consumer launch. A survey guaranteed shocking figures that the media could use to sell the story; a high-profile celebrity ensured column inches; case studies generated content for consumer and regional media; a spokesperson put the Equal Opportunities Commission at the centre of the debate; and the website and helpline provided a strong measurement tool.

In terms of creativity, the 'jelly babies' concept was inspired - but developing this theme further, to increase the visual impact of the campaign, may have grabbed additional page space.

The commission may now need to engage with employers as well as the public in order to encourage better practice.

Creativity: 3

Delivery: 5


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