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Our Solution
After considering the brief and the client's objectives we decided that a free press mail-out would not have sufficient impact as
a single activity. So looking at the available budget we devised a marketing plan covering a range of additional activities to support
the post card drop and build general awareness.
We devised a simple universal graphic of a face progressing from sad through to happy. This image depicted progression and a
building of self-esteem and confidence. We produced cards in a range of colours to appeal to all ages and genders. These cards were
distributed to 330,000 homes in the Humber region. The cards were supported by bus adverts, 6 sheet bill board posters and various
other materials. The timing of the street and bus advertising was scheduled to build unconscious awareness of the campaign ready
for the postcard dropping on the doormat.
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