Crown Commercial Services ⎯ Empowering Public Awareness
Making government messages relevant for every community
Government & Public sector
Brief
The Crown Commercial Service appointed us to the Government’s Strategy and Planning Roster with a clear challenge: ensure essential public-health communication reaches ethnic audiences across the UK with clarity and cultural resonance. Many of these messages around nutrition, cancer screening, stroke awareness, and HIV prevention struggled to connect meaningfully with diverse communities. We needed to turn vital information into communication people would trust, understand, and act on.
Strategy
Our strategy blended culturally intelligent planning with a fully integrated media approach. We activated diaspora television channels, local radio networks, community press, targeted outdoor, and a robust digital layer. From neighbourhood billboards to multilingual digital videos and geo-targeted social content, our work followed audiences seamlessly across offline and online spaces. Campaigns like Change4Life, Sugar Swap, Breast Cancer Awareness, OG Cancer, Stroke, and HIV education were adapted to reflect real cultural behaviours, removing barriers around comprehension, stigma, and accessibility.
Results
The result was a series of public-health campaigns that didn’t just reach people, they resonated within the cultural contexts that shape everyday decisions.
35+
Ethnic communities reached across the UK.
26%
Lift in public health message awareness
68m
Total impressions delivered across offline and digital media
67%
Video completion rate on multilingual digital content
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Crown Commercial Services ⎯ Empowering Public Awareness
Making government messages relevant for every community
Government & Public sector
Brief
The Crown Commercial Service appointed us to the Government’s Strategy and Planning Roster with a clear challenge: ensure essential public-health communication reaches ethnic audiences across the UK with clarity and cultural resonance. Many of these messages around nutrition, cancer screening, stroke awareness, and HIV prevention struggled to connect meaningfully with diverse communities. We needed to turn vital information into communication people would trust, understand, and act on.
Strategy
Our strategy blended culturally intelligent planning with a fully integrated media approach. We activated diaspora television channels, local radio networks, community press, targeted outdoor, and a robust digital layer. From neighbourhood billboards to multilingual digital videos and geo-targeted social content, our work followed audiences seamlessly across offline and online spaces. Campaigns like Change4Life, Sugar Swap, Breast Cancer Awareness, OG Cancer, Stroke, and HIV education were adapted to reflect real cultural behaviours, removing barriers around comprehension, stigma, and accessibility.
Results
The result was a series of public-health campaigns that didn’t just reach people, they resonated within the cultural contexts that shape everyday decisions.
35+
Ethnic communities reached across the UK.
26%
Lift in public health message awareness
68m
Total impressions delivered across offline and digital media
67%
Video completion rate on multilingual digital content
More Works
(MRA — 02)
©2024
Crown Commercial Services ⎯ Empowering Public Awareness
Making government messages relevant for every community
Government & Public sector
Brief
The Crown Commercial Service appointed us to the Government’s Strategy and Planning Roster with a clear challenge: ensure essential public-health communication reaches ethnic audiences across the UK with clarity and cultural resonance. Many of these messages around nutrition, cancer screening, stroke awareness, and HIV prevention struggled to connect meaningfully with diverse communities. We needed to turn vital information into communication people would trust, understand, and act on.
Strategy
Our strategy blended culturally intelligent planning with a fully integrated media approach. We activated diaspora television channels, local radio networks, community press, targeted outdoor, and a robust digital layer. From neighbourhood billboards to multilingual digital videos and geo-targeted social content, our work followed audiences seamlessly across offline and online spaces. Campaigns like Change4Life, Sugar Swap, Breast Cancer Awareness, OG Cancer, Stroke, and HIV education were adapted to reflect real cultural behaviours, removing barriers around comprehension, stigma, and accessibility.
Results
The result was a series of public-health campaigns that didn’t just reach people, they resonated within the cultural contexts that shape everyday decisions.
35+
Ethnic communities reached across the UK.
26%
Lift in public health message awareness
68m
Total impressions delivered across offline and digital media
67%
Video completion rate on multilingual digital content
More Works
©2024