Do The Right Thing
Benefit fraud costs the UK over £1bn a year. The DWP wanted to change people’s attitudes towards intentionally fraudulent behaviour, without stigmatising the majority of genuine claimants. We found a way to bring a nationwide campaign close to home.
Pitch winning TTL campaign - TV, outdoor, press, social, digital, DM
Local landscapes were featured across all communications, implying a real-time street-by-street investigation under way.
DM provided further opportunity for personalisation. The push to action was underpinned by a ‘softer’ message offering support and amnesty.
Targeted Sky AdSmart TV campaign
Civic building light projection proposal.
