BRITAIN'S FORGOTTEN CHILDREN by OMD London for Channel 4

Adsarchive » Promo , Case study » Channel 4 » BRITAIN'S FORGOTTEN CHILDREN

BRITAIN'S FORGOTTEN CHILDREN

Pin to Collection
Add a note
Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market United Kingdom
Agency OMD London
Released April 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: CHANNEL 4
Product/Service: TV SERIES
Date of First Appearance: Apr 16 2009 12:00AM
Entrant Company: OMD UK, London, UNITED KINGDOM
Associate Communications Planning Director: Garrett O'Reilly (OMD UK)
Strategy Director: Alex Ebdon (OMD UK)
Digital Director: Will Smyth (OMD UK)
Digital Strategy Manager: Tom McCoy (OMD UK)
Group Marketing Manager: James Walker (Channel 4)
Marketing Executive: Rosalind Godber (Channel 4)
Buying Manager: Nicola Ralph (OMD UK)
Associate Buying Director: Carl Connaughton (OMD UK)
Business Director: Molly Manners (4Creative)
Production Director: Ed Webster (4Creative)
Buying Director: Anna Wilson (Posterscope)
Associate Communications Planning Director: Jonny MacKay (OMD UK)
Account Executive: Katy Roberts (Posterscope)
Creative Executive: Tom Powell (4Creative)
Media placement: Channel 4 TV - Channel 4, More 4 - 16th April 2009
Media placement: Digital - E.g. Mumsnet, Facebook - 6th May 2009
Media placement: National Rail Ambient - Victoria Station Floor Stickers - 4th May 2009
Media placement: Milk Media - Sainsburys, Tescos - 4th May 2009
Media placement: Print - E.g. Sunday Times Magazine - 7th May 2009
Media placement: Commercial TV - GMTV - 11th May 2009
Media placement: Radio - National School Run - 11th May 2009

Results and Effectiveness
11.5m people viewed the season, eclipsing the numbers for previous seasons about more topical issues of knife crime and child literacy. 60% of those who saw our communications said they felt better about C4. Furthermore, the season drove significant increases in C4’s perceptions as controversial, thought-provoking and intelligent. Importantly, the season stirred the public into action. 87% of viewers felt it stimulated debate around this vital issue. Viewers were twice as likely to find out more about adoption and twice as likely to adopt in future. Finally, there were over 400 enquiries about the children in the real-life interstitials.

Creative Execution
We dropped our hard-hitting creative, which brought the harsh reality of the care system to life, into our audience’s happy family moments: • Family breakfasts. ‘Missing’ children ads appeared on the side of milk cartons, appealing for help in stopping kids disappearing into the system. Airtime on GMTV further targeted this family moment. • Family school runs. We challenged parents to imagine if their child was lost in the care system during their school runs using a national drivetime radio campaign. • Family living rooms. Our ad ran across C4’s portfolio, targeting jointly-viewed, family programming. Alongside this we interweaved interstitials featuring real children who were currently in social care and seeking adoption. • Family weekends. Children stuck in the care system disappeared into the family weekend newspaper supplements. • Family forums. We targeted families online, with display space and PR across key parenting sites, chatrooms and forums, to stoke debate.

Insights, Strategy & the Idea
As Channel 4 is ad-funded but state owned, the broadcaster must reconcile attracting commercially lucrative audiences and fulfilling a government-regulated public service remit. Britain’s Forgotten Children, a season of programmes about social care, delivered their public service remit but with adoption rates at a 10-year low, the audience potential was uncertain. Research indicated parents were concerned with the state of the care system but they prioritised it behind other more topical issues because of ignorance of any problems with the care system. Our strategy was to challenge happy families with the shocking reality of the care system to shake parents out of their apathy and stimulate a change in their attitudes. Success was reliant upon evoking a personal and emotional response. A bland statistic was too easy to ignore. Our solution was to juxtapose the cold reality of social care against the warm comfort of their own family lives.