Objectives

The primary objectives of the campaign were to:

-Launch an out-of-home (OOH) advertising campaign, that would resonate and make meaningful connections with the people of Yorkshire, highlighting the Foundation’s plight

-Raise awareness of and promote donations and sign-ups for key fund-raising events

-Encourage business within the region to sign up to the foundation's ‘Business Building Futures’ initiative.

Strategy and Execution

We wanted to maximise the campaign’s reach, optimising exposure and capturing the attention of Yorkshire’s diverse community. We did this by strategically adopting an approach targeting high-traffic, large format inventory on key arterial routes around Yorkshire which would command attention, increase brand trust and drive engagement.

We approached key media owners, within the region, to leverage free OOH media space for this worthwhile cause. The Ark’s marketing strategy for the foundation was to launch a three-month campaign, targeting Leeds and Yorkshire.

The first stage of the campaign focused on raising awareness of the Howarth Foundation’s brand encouraging business and individuals within the region to get involved in their ‘Business Building Futures’ initiative, fundraising or becoming a volunteer. The second stage of the campaign focused on promoting two upcoming events: The Howarth Foundation’s Big Sleepout and Music Extravaganza.

Our strategy included:

-Roadside digital billboard advertising on key routes across West Yorkshire

-Securing £105,000 worth of Out-of-Home advertising at no cost to the client 

Homelessness carries a hefty price to society of around £3.2 billion per year in NHS resources, law enforcement and benefits (Crisis UK).

Figures for Yorkshire also present a concerning picture with over 15,000 households considered homeless during the same time frame.

General Awareness: 2.9 million impressions delivered on digital screens around West Yorkshire

Music Extravaganza: 1.4 million people reached