From our perspective, a great marketing campaign delivers real value. And despite a few unexpected ups and downs, 2021 was a particularly good year for purpose driven marketing campaigns.
From an inclusive play initiative for visually impaired children to a campaign that illustrates the power of making small talk to save lives, we’ve rounded up some of our favourite ‘marketing for good’ campaigns from the past year.
At the beginning of the year, LEGO® announced the rollout of a new toy to increase literacy in blind and partially sighted children: Braille Bricks. The Bricks introduce “a fun and engaging way” to help children with vision impairment develop tactile skills and learn the braille system.
Moulded so that the studs on top reflect individual letters and numbers in the Braille alphabet while remaining fully compatible with the LEGO System in play, the bricks also feature printed letters, numbers and symbols so that they can be used simultaneously by sighted peers, classmates, and teachers in a collaborative and inclusive way.
After hitting headlines for persuading the government to provide holiday support to children on free school meals, Premier League Footballer Marcus Rashford and Michelin-starred chef Tom Kerridge joined forces to make sure that no child goes to bed hungry.
The two worked together to launch a series called ‘Full Time’ - a series of five-minute “how-to” films featuring the duo that aim to inspire cash- and time-poor families to cook cheap, healthy and filling meals. As part of Rashford’s food-poverty campaign, the pair wanted to provide a simple guide to making food go further on a budget.
Over this summer, we were lucky enough to join forces with Samaritans and Network Rail to launch ‘Small Talk Saves Lives’ - a behaviour change campaign with the aim of persuading people to trust their instincts to start a conversation with someone on the railway if they felt something wasn’t quite right and that person needed help.
As part of this national campaign, we created and delivered over 50 different assets for digital and print, including social media assets in Welsh and English. The campaign attracted a significant amount of media attention and to date, there have been over 23 million impressions across programmatic, radio, out of home, Spotify and social.
If you’re looking for some help with preparing to launch a purpose-driven marketing campaign in 2022, we’d love to hear from you. Get in touch with a member of our team today.