Deer National Trust members…
Not everything we do is about helping our clients sell things. Sometimes it’s about helping clients change them. The League Against Cruel Sports wanted to reach the members of the National Trust ahead of their AGM and the casting of a crucial vote on policy. The aim – to sow a seed of doubt in their minds that the institution’s policy on hunting was effective.
Our route rejected a hard-nosed poster campaign in favour of celebrating a popular video meme on Facebook – an effective alternative to shock tactics, wry humour can deliver an impactful message without causing offence. We wanted to our audience to stop, watch, think and act. And we needed to stay just the right side of good taste.
Pete, Dave and Phil Too listened in on two deer pondering the fate of their mate Phil. The reveal at the end leaves us in no doubt as to the poor dear’s demise and brackets the call to action – vote for change.
Colour & Thing challenged our brief and argued for an alternative approach. They ultimately delivered something both strategically and tactically more successful than we’d originally planned, as we swayed the votes of thousands of National Trust members.
Chris Luffingham, Director of Policy, Communications and Campaigns at the League Against Cruel Sports.