Stopping The Scroll To Save Lives.
c. 1 million impressions, with an average view-through-rate of 69%, and an average view completion rate of 13%.
Norfolk County Council
Communication has been one of the most critical weapons in the fight against Coronavirus – and most high profile.
Maintaining salience without fatiguing audiences over such a long period of time is extremely difficult – but even before that you have to reach them in the first place – and with young people, that’s easier said than done.
Young people are more likely than any age group to be ignoring preventative measures. In part because they are more likely to be bored, frustrated and anxious, and in part because they are more likely to be cynical about official communication; British teenagers are walking ad-blockers, and just 6% of Gen-Z trust large institutions (vs 60% of older generations).
They’re also, like all teenagers, invincible. And so asking them to protect themselves from a virus that is less likely to affect them is anathema.
So when we were asked by Norfolk County Council to target young people in Norfolk and promote Covid-safe behaviour, we knew we had a fight on our hands.
There were three simple components to our strategy.
To reach them we used super short format ads across social in high frequency in an attempt to drive as many impressions as possible.
To hold attention we leant heavily on the most disruptive elements of youth culture – thrashy music, high contrast colours, and fast paced animation – this was about getting them to engage.
And to resonate we tapped into Gen-Z’s strong sense of social responsibility, flipping the message to place the emphasis on protecting other people. We made two short films (one about handwashing, the other about social distancing), that told simple stories of young people spreading the virus without begin sick themselves.
After six weeks the campaign had driven c. 1 million impressions, with an average view-through-rate of 69%, and an average view completion rate of 13%.
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