My firefighting mum

Best Creative Comms | Unawards 2018

Objective

Audience and insight

Strategy and ideas

Implementation

Scoring and evaluation

Outputs

• 40,000 views across all channels

• Tonnes of likes, shares and comments

• Double page spread in local paper

• Primetime slot on BBC radio

Scoring and evaluation

Outcomes

• 59 women registered their interest in a career as a firefighter

• That’s almost four times the number of registrations received prior to the video launch

• It’s also a 37% increase on the number of registrations received during the whole of the month of February

Stuff we swear by

Insert quote / testimonial • Upload direct to the channel

• Keep your vid to no more than 2’ 20”

• Time your drop carefully

• Line up your carrier pigeons

• Subtitle everything

• A video is not a campaign