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The Village Communications has used the following skills/services in the project.
MQ were launching into a cluttered & established market, we needed to break through the charity category and create a bold vision! Huge lack of understanding within mental health and a big job to educate the target audience. Also needed to create Empathy as there was a disconnect in this space.
Worked with trusted partners that resonated with the target audiences’ interests, driving the mental health conversation within a space that the audience turn to for advice and their opinion. Developed a disruptive yet connected multi-media campaign. Content driven Guardian partnership - driving credibility, education, and long-term visibility. Channel 4 collaboration with tailored buying solution, using programme effectiveness. OOH in affluent commuter areas and handpicked stations.
The campaign broke through category norms, with credible collaborations, powerful creative and meaningful conversation. It resonated with the target audience and beat all targets set - dwell time +221% and ads resonating 3 x average. Unique visitors to the hub +272%. This is just the beginning of MQs journey and starting conversation in the right spaces has begun to educate those most likely to act.
