Cannes Silver Winner
The National Phobics Society is a UK charity devoted to helping people with Obsessive Compulsive Disorder and other phobias. The most common form of OCD is obsessive hand washing.
We tested a ‘hothouse campaign’ in Manchester (there seems to be a slightly higher concentration of people with OCD in the north west). The aim was to raise awareness of the charity and generate calls to the Call Centre.
We spent £4,000 on 5,000 hygiene stickers with an added a call to action. Overnight, we blitzed Manchester city centre with these, attaching them to every surface someone could make contact with. Two weeks after the campaign an 11% uplift in calls to the National Phobics Society’s Call Centre was recorded.
The campaign also featured on local BBC TV news and for 12 minutes in a prime-time BBC1 TV programme. Such exposure is worth an estimated £600,000 in commercial airtime. Not bad for a £4,000 spend.
Special thanks to Clive Davies at McCann Erickson
in Manchester for help with the original thought.
in Manchester for help with the original thought.