Late last year, the NSPCC asked us to pitch for an irresistible job – a through the line, fully integrated, highly responsive campaign to help reposition them in the hearts and minds of the public.
Not such a tall order, we thought, given that they pretty much invented this stuff. Twenty years after Full Stop launched, it’s still displayed on the altar of campaign success to be gazed upon with awe and envy.
But we knew right away we couldn’t just do the same thing again. We needed a campaign with relevance for a new generation of parents who are raising kids in a changed world of smartphones and social media.
Thankfully, when Childhood changed, the NSPCC changed too. 74% of Childline counselling services now take place online rather than over the phone. We quickly realised this was the story we needed to tell, and we were delighted to be appointed by NSPCC to tell it.
Thus was born KIDS_IRL. If you’ve not seen it, take a look at the response film.
At the heart of the creative is the idea that what we see online isn’t always the full story. Behind the emojis and filters, too many children are still suffering. And some of them are taking their own lives, in real life. In fact, the NSPCC speaks to 60 children every day who are having suicidal thoughts and feelings.
We had an important, relevant story to tell – but we still needed to know where to tell it, and who to tell it to. Working closely with NSPCC’s brand, press and fundraising teams, we developed a campaign strategy and plan and a full audience persona. All our insight told us that this audience want choice in how to help, so we created a campaign with a range of ways to engage. You can give today, give each month, you can badge yourself or simply find out more.
So much of what makes integrated campaigns work goes on behind the scenes – engaging with senior stakeholders, the rapid turnaround of new creative, the detail of journey planning and the agile project management that holds it all together.
It’s the ultimate project for collaboration. It’s not enough to integrate your media. A team who know and trust each other is essential to success. The NSPCC team have been a dream to work with. Quick, flexible, consistent, the best kind of challenging and ready to be bold.
I’m so proud of what we’ve achieved together. An insight-led campaign with creative cut through. An honest telling of the story of childhood in 2020.
Earlier this year, Shelter approached us with a really unique question – they had a stunning retail space in Coal Drops Yard, in Kings Cross London, but how can they activate the footfall in the area?
Nestled among other retail stores, Google’s campus and Central Saint Martin’s design school, the Boutique by Shelter had loads of potential, and we wanted to help bring to life.
Called Boutique by Shelter at Coal Drops Yard, it’s a charity shop like no other, with a highly desirable location, very fashionable neighbours and hundreds of potential customers visiting every day.
We got straight to work, and came up with some amazing ideas that we donated to Shelter, to help them make the most of their beautiful boutique space.
We put our creative heads together to help Shelter make the most of this incredible opportunity. We held two after-hours sessions for the team to come together and brainstorm ideas that we believed would help Shelter make this shop a success and, most importantly, help change even more lives for the better.
We put our creative heads together in two after-hours sessions, to come up with some exciting ideas.
But we didn’t stop there – we also explored how to give shoppers even more ways to support rough sleepers, by suggesting the team introduce Mobilise Checkout donation points throughout the store. These QR codes and NFC points let shoppers quickly and easily give and give again.
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When wedding season is upon us but you also want to be prepared for any impromptu business meetings that pop up on the special day. . . Louise is rocking our vintage shirt, @tommyhilfiger belt, @marksandspencer heels and @louisvuitton vintage briefcase. Phil is working our @mossbros shirt, Scotch and Soda blazer, @marksandspencer bowtie and @jonesbootmaker shoes. . . #shelter #sheltershopfind #styleforshelter #sheltershops #charityshopping #charityshopfind #charityretail #ootd #wiwt #instafashion #sustainablefashion #slowfashion #fashionreworn #choosereused #ethicalshopping #fashionsaveslives #fashionrevolution #thrift #recycle #eco #coaldropsyard #secondhandclothes #shopsecondhand #relove #reuse #nonprofit #dogood #vintage
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Overall, we're big fans of these outfits! . . Louise is wearing our @balmain shirt, @topman joggers and @zara heels. Phil is modelling our @topman tee, vintage dungarees and Kangol plimsolls. . . . #shelter sheltershopfind #styleforshelter #sheltershops #charityshopping #charityshopfind #charityretail #ootd #wiwt #instafashion #sustainablefashion #slowfashion #fashionreworn #choosereused #ethicalshopping #fashionsaveslives #fashionrevolution #thrift #recycle #eco #coaldropsyard #secondhandclothes #shopsecondhand #relove #reuse #nonprofit #dogood #vintage
Open’s Client Services Director Lou Lai and Project Manager Phil Haley hit the runway to model some of the unique Boutique by Shelter looks.
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Thank you so much to the generous team at the Kings Cross Autotrader who have set up a donation station in their office for the week with all the goodies coming to our store by the end of this week! You're all superstars! 🌟 . . . . . #shelter #sheltershopfind #sheltershops #charityshopping #charityshopfind #charityretail #fashion #instafashion #sustainablefashion #slowfashion #fashionreworn #choosereused #ethicalshopping #fashionsaveslives #fashionrevolution #thrift #recycle #eco #coaldropsyard #secondhandclothes #shopsecondhand #relove #relove #reuse #nonprofit #dogood #change #volunteer #instagood #instalove #lovedclotheslast
Kings Cross Autotrader got involved, using an in-store rack to collect high-end donations for Boutique by Shetler.
This is just one of the many amazing projects we’ve worked on recently, and we’re so proud to support causes like Boutique by Shelter.
Are you looking for a role where you can get involved with amazing projects like this? Head to our Working at Open page and apply today!