Media: TV, radio, national and sector press, digital
Scope: Strategy, copywriting, art direction, creative direction
Like many unions, when UNISON approached us their membership was in steady decline. A change in strategy and messaging was needed, and audience research led us to understand that motivations to join were far more weighted to individual concerns than the power of the collective.
This insight led us to reframe the acquisition message as being essential cover for everybody working in public services – and position joining UNISON as the best way to stop yourself lying awake worrying at night.
Since launch, UNISON has now seen the biggest three years of new members in their history. We've tested and refined numerous press insertions and digital banners, and extended the campaign onto radio, as well as giving individual union reps the materials needed to take the message directly into the workplace. And we even ran a tactical ad in the week running up to the clocks going back, to make the threat of lying awake worrying even more potent – which saw a great spike in traffic and sign-ups.