audiencecommunications

Challenge

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:10:14 +0000

Fashion is a major industry within the UK economy – but its economic impact had never been properly evaluated.

This lack of evidence had limited the industry’s influence and impact.

Insight

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:09:59 +0000

Fashion has both a direct and indirect impact on the economy and both elements needed to be evaluated and communicated strongly.
The importance of fashion’s impact on ‘Brand Britain’ and tourism was also pivotal.

Solution

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:09:32 +0000

We commissioned, delivered and communicated a high profile report on the huge economic and social contribution of fashion to UK plc and UK society.

Result

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:09:17 +0000

‘The Value of Fashion’ report concluded that fashion directly contributes £21 billion to the UK economy and employs nearly a million people. The results were launched at a House of Commons event hosted by the Business Secretary, Vince Cable, and Minister for the Creative Industries, Ed Vaizey, on the eve of London Fashion Week.
The report secured significant media coverage and the findings are now consistently quoted in media articles, speeches and Government/industry policy documents.

Challenge

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:08:49 +0000

The charity faced a double bind. Limited public recognition of their work and the dilemma of how to communicate a myriad of services.

Insight

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:08:22 +0000

Change takes time. Improving a vulnerable child’s life doesn’t happen in a flash: a positive outcome often takes long term commitment and effort.

Solution

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:08:08 +0000

Multi-channel advertising with the strapline: we are there for children ‘as long as it takes’

This is short-hand for the charity’s commitment to children in need.

The core of the campaign was emotive stories told by the voices of real children.

High profile national and local PR activity included the launch of big-hitting research reports – including a review of how Governments have often failed to support the needs of vulnerable children over time.

Result

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:07:53 +0000

The campaign led to a massive leap in public awareness of the charity – from 1% to 30%. And propensity for people to give money to Action for Children also increased. In addition, research showed an increase in the value … (MORE)

Challenge

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:07:14 +0000

The charity Rethink Mental Illness provides quality information and support for people with severe mental illness and their carers. And yet only 1% of the population was aware of the charity.

Insight

matt@iyastudio.co.uk — Wed, 22 Feb 2012 14:06:58 +0000

People with mental illness really value the honesty, frankness and detail of support provided by the charity. As one of the charity’s supporters said: ‘They tell you straight what might be going on – and what your options are. It’s … (MORE)