"Spotlight of the Week", formerly "Campaigns of the Week", is a weekly published series which highlights the important work in PR, Comms, Marketing and Advertising. The work that makes you think "Pssttt I wish I had come up with this idea". The work that lingers on your mind. The work that matters.
KNOW YOURSELF by CoppaFeel! and Fold7
Credit: DavidReviews
In light of CoppaFeel!’s research showing that a quarter of young people don’t realise they could be affected by breast cancer, the youth-focussed charity launches their new campaign Know Yourself to increase awareness of breast cancer in 18-24 year olds.
CoppaFeel!, the breast cancer awareness charity, is committed to ensuring every young person has the best possible chance of surviving breast cancer. ‘Know Yourself’ by Fold7 is a raw and real display of young people (18-24) on a voyage of self-discovery with their bodies.
Lucy Lepe – who features in the campaign’s TV advert – was diagnosed with breast cancer at the age of 27. She said “As a young person, I didn’t know much about breast cancer – only what I’d seen on TV, which rarely featured anyone young or Black – I definitely didn’t know that I could be affected at my age. I got involved in the campaign in the hopes to change that narrative, raise awareness and help more young people understand that breast cancer can affect anyone, irrespective of age, gender or ethnicity”.
The campaign will run across TV, radio, print and social in September, through to October, which is breast cancer awareness month.
Tune Out Pain by Nurofen and McCann London
Credit: Pharmaphorum, Adweek
Born from a merging of the worlds of science and music, the Tune Out Pain project presents a unique track – ‘All of Us’, which could be listened to inspire mental strength to dissociate from pain in those experiencing it. The All of Us track – composed by musician Anatole with the help of psychologist Dr Claire Howlin of University College Dublin and available via Spotify – reportedly showed a benefit in 286 people suffering from various types of acute pain, including headache, backache or period pain in the online experiment, according to Pharmaphorum.
The project, created by McCann London, launched during Pain Awareness Month in September. For the track’s cover, McCann enlisted artist Nicholas Rougeux, who is known for translating sound into a visual language using data visualization. Rougeux designed the artwork by representing each individual instrument through a different color, according to Adweek.
Nurofen also cites a survey of 2,000 people which showed that while only 15% of people identified music as a way to help them better tolerate acute pain, 80% said they would if music was proven to help.
Later Means Never by B&Q and Uncommon
Credit: Campaignlive, Uncommon
B&Q & Uncommon pull on the heartstrings of the nation in new emotive stop motion spot: ‘Later Means Never’.
B&Q & Uncommon launch a new integrated campaign from the reinvigorated brand proposition ‘Build a Life’ — which celebrates the belief that anyone can improve their home to make life better. The third installment, entitled ‘Choose Change’, is an invitation to avoid settling and standing still — and instead embrace the life affirming act of change in all its energetic, joyful, and sometimes messy glory, according to a press release from Uncommon.
To launch ‘Choose Change’, Uncommon creates a heartwarming film: ‘Later Means Never’ — telling a story about choosing change in even the darkest of moments and the power family holds in moving us forward.
The film will run across TV, Cinema, Online and VOD from 23rd September. The campaign will also be supported by an extensive print, outdoor and digital suite running later in the month.
WHATSIN STORE/DESIGN FOR EVERYONE by Royal National Institute of Blind People (RNIB) and The&Partnership
Credit: Little Black Book
Royal National Institute of Blind People (RNIB) and The&Partnership opened a pop-up store in August to highlight the issue of inaccessible packaging and the impact it has on people with sight loss.
As part of their ongoing “Design for Everyone” campaign, the charity opened the ‘Whatsin Store,’ a corner shop stocked with deliberately inaccessible packaging, from intentionally vague branding designed by The&Partnership, to items entirely removed of information.
As part of the campaign, The&Partnership designed bespoke products with vague packaging to highlight specific issues. For example, the ‘Can’t guarantee it’s not gluten’ biscuits by ‘Unhappy Shopper’ demonstrate the serious issue blind and partially sighted people with Coeliac disease have – knowing whether a product contains gluten is crucial for them but often not possible due to inaccessible packaging. Imagery of this bespoke product range will feature in press adverts and advertorials, as well as being live across social channels.
The media campaign will run across trade press, social and online video.
Hi, it's me Son. I'm the one behind the blog Son Talks. I mean, I'm happy to verify I'm not a robot. Can easily spot cars or chimneys. I'm currently working as a Senior Account Executive at Intent Health. You can reach me via LinkedIn at Son Pham or Twitter at @beyondson_ If you spot any fab campaign this week or simply want your work to be featured in Spotlight of the Week, feel free to drop me an email at ct.sonpham@gmail.com. Much love x
