Cornwall Council: Life’s Better at 20mph Campaign
The Brief
In 2022 Idenna Creative won a tender with Cornwall Council on the rollout of revised speed limits in Cornwall – introducing 20mph areas initially in Falmouth & Penryn, Camelford and associated postcodes. From the initial brief and subsequent conversations with the Council’s Communications, Fire and Road Safety teams, Sustrans and Vision Zero, as well as local councillors, Idenna identified a requirement for a campaign creative and strategy that communicated a number of key messages to galvanise communities around the 20mph message, helping them to understand broader benefits that align with their individual lifestyles. The ‘Life’s Better at 20mph’ campaign was pitched, developed and approved as a mixed-media campaign to spread awareness of the rollout.
The Campaign
A brand was created, and the key campaign messages developed into pillars. These pillars are being communicated to target groups to help understand the benefits this behaviour change will bring to them as individuals and as a community. Alongside the parent positioning statement, a suite of secondary positioning statements were developed – including 20mph being healthier, safer and greener.
The campaign was targeted towards Falmouth & Penryn and Camelford – the initial roll out areas in Phase 1 of the campaign. With that in mind, all assets were created with imagery to reflect these communities. Specifically, we created campaign assets and visuals that communicate the rugged north Cornish coast, the calmer South Coast, rural villages, and urban environments. These curated visuals are designed to evoke feelings of familiarity, community, optimism, inclusion and progress, as well as allowing people to see landmarks and recognisable places.
Throughout the campaign so far, we have employed a number of tactics to deliver the desired results. These include:
- Overall campaign branding and artwork including GIFs and still images created to convey the parent and secondary statements succinctly.
- Films created to support the roll out on social media – created simply with clear messaging on low production budgets to ensure best value.
- Community banners, designed and located in key areas such as schools, halls and centres and fire stations.
- Ambient advertising designed, planned and distributed at bus stops, on the Beryl bike network and in digital display networks.
- Social media advertising. Targeted messaging across Cornwall using film and graphic design. These campaigns were able to show us how many people were being reached in the areas, as well as a huge amount of engagement on the posts.
- Outreach and information packs created, distributed and made available to download for communities and schools across the areas. Packs included the creation of ‘fortune tellers’ – an interactive class exercise that are used by teachers, with the support of Sustrans, to help students interact with the campaign, provoking discussion of the benefits with their families.
- Stickers have been designed to be added to the dashboards of business vehicles.
- Lead generation campaigns on LinkedIn have been approved to engage businesses further and encourage interaction, feedback and support.
- Idenna has collaborated regularly with Sustrans to facilitate school outreach which has resulted in the creation of videography used to further demonstrate community support of the scheme.
The Results
This campaign has so far reached over 86,000 people with over 1 million impressions on social media alone, and been recognised by Cornwall Council, and across local authorities nationally, as a campaign that is impactful, clear, empathetic and distinctively a Cornwall Council initiative. Following the success of the initial campaign, a Cornwall-wide rollout has been approved at cabinet level, and Idenna Creative has been recommissioned for a further three years to support the communication of the full programme.
The Final Straw
Stories For Change
Stories For Change was set up as a tool for the Idenna team to help us all grow and thrive. Each member of the team is given 2 working days of Idenna’s time to work on projects which inspire them and direct creativity and resources into areas the team are passionate about. We pride ourselves on our brave and creative approach across every facet of our work, but Stories For Change sets us apart as a business.
The Idea
The big idea with The Final Straw Cornwall was to create a campaign that mobilises a broader cross section of the community on a key environmental issue; the conversation about plastic in our oceans. Straws were singled out as a brilliant example of a seemingly innocuous item that serves as a powerful example of something incredibly wasteful. They cost time and money to create, yet will be used on average for fifteen minutes before being discarded as litter. Straws then take up to two hundred years to decompose.
To create a compelling campaign, we wanted to make our progress measurable across our local community of Cornwall. That way, we could tap into the pride the team share for the county and evaluate success against key metrics, such as how many restaurants are making the switch away from single-use plastic straws. With these key pillars locked in, The Final Straw Cornwall project was ready for launch.
The Approach
- We simplified the problem i.e rather than look at single-use plastics we focused on straws – this removed overwhelm and galvanised our community on one solvable problem.
- We recognised that to drive behaviour change for business, a key motivator is to acknowledge they are doing the right thing. For every business that agreed to stop using single use plastic straws we rewarded them with a sticker to display on their premises, a blog post on the Final Straw website and a social media post. Our community grew at a pace and we went from canvassing new recruits to having a backlog of blog updates as the campaign grew.
- Regions were celebrated and recognised individually as they became plastic straw free. This stage allowed Idenna to send press releases, celebrating plastic straw free communities. This created national coverage with Padstow being the first plastic straw free town, Newquay the second, The Isles of Scilly being the first set of islands. All of this activity recognised the power of celebrating milestones and the community working together.
- The Final Straw worked with the whole associated eco-system from manufacturers of straws to other charities who we needed to support.
- The Final Straw actively encouraged open-minded conversation and collaboration which resulted in huge behavioural change local to Cornwall and with international organisations such as McDonalds that understood the direction of travel of the campaign and who engaged with us.
Cornwall Fire & Rescue Service: Ride Free Campaign
The Brief
Idenna has worked with Cornwall Fire & Rescue Service, in conjunction with Vision Zero South West, to deliver the Ride Free campaign. The aim of the campaign was to encourage people who are about to, or have recently completed, their CBT motorcycle test to also take the enhanced online training provided by Ride Free to develop their driving skills and reduce their risk of road traffic accidents. After initial kick off meetings with key stakeholders, it became apparent that the campaign should be targeted at 16-24 year olds as people who would be most likely to ride motorcycles and require additional safety measures. This was backed up by data from Cornwall Council and Vision Zero, suggesting these age groups were most at risk from road accidents. In addition, we also chose to target parents of people within these age groups, and make them aware of Ride Free and its benefits with the hope that they would encourage their child to complete the training.
The Campaign
The campaign objectives were to create additional traffic to the website, as well as sign ups to the Ride Free course, and additional brand awareness amongst the key targeting segments.
The execution of this campaign created a film and subsequent artwork that brought the pressure and jeopardy of a game show to a driving environment, putting young drivers under the spotlight and testing their knowledge. This campaign focused the target audience on the potential embarrassment they might face if they made mistakes on the road, as opposed to highlighting physical dangers. This creative treatment was a result of insights taken from research and then tested with young drivers at focus groups.
The tactics used in the campaign, and delivered by Idenna, included:
- Film and photography using a game show style creative angle.
- A full campaign film, as well as shorts for social media advertising and YouTube.
- Social media and YouTube advertising to the campaign segments – tracking reach, and traffic to the website.
- Posters and flyers created using photography, branded in keeping with the campaign, and giving information on the Ride Free training. QR codes were added for ease of access and additional tracking.
- Posters were delivered to local colleges and sixth forms.
- Flyers were also delivered and added to CBT test centres.
- A campaign landing page was designed and branded with the design assets.
- Organic social media posts were written and posted, as well as sent out to community groups for sharing.
The Results
Whilst web traffic to the website has improved significantly we are awaiting final results from this campaign in terms of sign ups to the Ride Free training.
The Sunrise Appeal
The Brief
In January 2018, The Sunrise Appeal approached us to help challenge a scheme put forward by NHS England which could see treatments for certain rarer cancers to be centralised in the UK. If the plans were approved, some Cornish patients would have to travel out of county for lifesaving cancer treatment. With the consultation only open for a further three weeks, The Sunrise Appeal decided to take immediate action — calling on Idenna to help capture the powerful reaction of the Cornish community to make a stand and have their voices heard.
The Campaign
It was immediately apparent that a powerful and forward-thinking digital marketing campaign would be the only way to reach a wide community in such a short timeframe. We prioritised film, photography, Facebook, Twitter and traditional PR to let as many people know about the NHS consultation and encourage them to complete an online survey to make their views known. We were reactive to the evolving nature of the story, using many different angles and adapting along the way to keep our aim as compelling as possible.
The main aim of the campaign was to encourage people to complete the online NHS Survey to oppose the proposed plans. There were 11,000 responses throughout the country, of which, over 10,500 came from Cornwall. This overwhelming response prompted NHS England to comment “Due to the high number of responses received, it will take some time to understand the different views put forward.”
The Results
- Posts from the Sunrise Appeal’s Facebook page had a reach of almost 1 million people (973,953), over 130,000 video views and over 5,000 comments
- Multi-platform news coverage: a front page in the Western Morning News, a feature on ITV Westcountry, ongoing coverage by Cornwall Live (Cornish Guardian/ West Briton), the Newquay Voice, BBC Radio Cornwall and Pirate FM.
- Laurence Reed, Presenter on BBC Radio Cornwall, dedicated an entire show to the campaign, identifying the story as the station’s most talked-about topic ever.
- Patron of The Sunrise Appeal and Co-Founder of the Eden Project, Sir Tim Smit, joined the campaign and expressed his concerns.
- Concerns with the consultation were raised in parliament by three of Cornwall’s local MPs, prompting Prime Minster Theresa May to urge the public to have their say on the matter, saying “I would encourage people to listen to the consultation and respond to the consultation so local views can truly be heard and taken into account.”
The campaign was a huge success as it helped to reverse NHS England’s plans and keep all cancer treatments right here in Cornwall.
