Network Rail Silent Ad Break
The campaign sought to empower people to use the power of speech to talk to each other. It was hoped that starting these small conversations would interrupt peoples suicidal thoughts in and around the railway network. Ultimately, we were trying to save lives by changing behaviour.
Previous case studies of first hand experience proved that showing real, successful interactions resonated better with consumers. This tapped into behavioural science research around ‘social proof’ – the tendency to do things because other people are doing them. We also needed to use formats and channels that would give users the opportunity to share and talk about what they’d seen.
Previous phases of this campaign had run at a low level and solely on social channels. The brief was to extend the reach of the campaign with a limited range of video assets.
The UM strategy
The ITV Silent Ad Break was a media first and launched our 5 month long campaign. The ad featured during the launch of ITV’s Wellness initiative, live in the Britains Got Talent Champion of Champions Final. It was the perfect combination of contextual relevance and programme choice, with families gathered to watch together
Our campaign used a joined up AV strategy across TV, VOD, cinema, YouTube & social to use the existing assets. A handful of TV programming with themes around mental health were added to the broader schedule to become part of the conversation.
Messaging was subtly amended to be A/B tested amongst online partners based on the theory around social proof.
Across the whole campaign, we delivered the equivalent of £75k added value media.
- 11% of UK adults saw the Silent Ad Break
- 26% of UK adults were reached over the course of the campaign, rising to 41% of rail passengers
- The campaign was awarded 3rd place in the Annual Creative of the Year by Silence Media.
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