Case studies

Campaign Highlights 2015/2016

Campaign Highlights Brochure Cover

This publication is a showcase of some of our leading campaigns from 2015. Each supports the government narrative themes set out in our Government Communications Plan published in July 2015.

You can download an interactive pdf copy by clicking on the image above.

The GREAT Britain campaign Cabinet Office/ No10

britain_is_great_960

UK Trade and Investment, Foreign and Commonwealth Office, VisitBritain and British Council 

The aim of the campaign is to increase the levels of trade, investment and tourism, and high quality students coming to the UK, leading to a measurable economic impact of at least £1 billion over three to five years and the creation of over 10,000 direct jobs for the UK economy.

GREAT unifies the international growth promotion efforts of 17 government departments and organisations under a single, high-quality and powerful brand. Focusing on 13 priority markets, with a range of pan-market activities, the campaign runs in 144 countries worldwide and draws on partnerships, businesses and high-profile individuals to multiply its impact and reach new audiences.

GREAT has achieved a confirmed economic return of over £1.2 billion from its activities since 2012 and is currently delivering a further £500 million. The campaign has changed target customer behaviour in key overseas markets, increasing audience intention to trade, invest, study in or visit the UK by between 10% to 16%. Private sector support to date is estimated to be worth £68 million.

POWER TO SWITCH

Power to Switch

Department of Energy and Climate Change

To increase the number of households switching energy supplier and saving money, DECC ran a major five-week, advertising-led campaign to promote the financial benefits of switching and address the perceived barriers to changing suppliers.

All campaign content drove visits to the BeAnEnergyShopper.com website where people could find and click through to Ofgem accredited Price Comparison Websites (PCWs) and was linked by Twitter #powertoswitch.

Public awareness of the campaign (55%) was much higher than previous DECC campaigns (15%) and search volumes for switching-related terms showed a sharp increased.

Compared to the same period in the previous year, 80% more households switched supplier during the campaign (OFGEM).

YOUR LIFE

Your Life

Department for Education

The objective of this three-year campaign is to raise participation in maths and physics A Levels by 50% in the next three years, ensuring that the UK is equipped with the skills it needs. As well as targeting young people, the campaign also reaches out to parents and teachers.

Your Life is now running as an independent Community Interest Company, with support from high-profile corporate sponsors such as Visa, Ford and Johnson and Johnson who also champion the need for better skills in our workforce.

In its first year, the campaign reached 35% of young people and 72% said they were inspired to study harder for their career, with almost half now reconsidering their A Level subjects.

MODERN SLAVERY

Modern Slavery image

Home Office

Home Office needed to raise awareness that slavery exists in the UK and educate the public on the different types of slavery and victims – alongside encouraging reporting via a new helpline and website.

As well as TV advertising, campaign materials were produced including factsheets, a short film and booklet to illustrate the nature of modern slavery, highlight those most at risk and advertise the helpline number.

As a result of the campaign, public awareness of the existence of modern slavery rose by 11% to 61%, with 67% of these people understanding that anyone can be a victim and 64% recognising we all need to be vigilant.

Crucially, there was a 5% rise in the number of respondents who said that they would report possible cases of modern slavery to 67%.

More information

To find out more about any of these campaigns, please contact Chloe Newman of the GCS cross-government campaigns team at chloe.newman@cabinetoffice.gov.uk