Digital - Persuasion Republic

BREAST CANCER KNOW MORE Awareness campaign for Breast Cancer Ireland

Denise — Thu, 27 Nov 2025 15:22:10 +0000

Breast Cancer Ireland

Services: Advocacy & Awareness, Brand & Design, Digital, Video & Audio Content Creation

Background and brief

Breast Cancer Ireland commissioned Persuasion Republic to develop a landmark campaign to raise awareness about breast cancer and to educate people on knowing the signs and symptoms of this awful disease.

Our task involved developing the campaign brand and core messaging, and to produce assets for the above and below the line applications including photography, 6 videos, advertising content, outdoor and digital. The campaign was also supported by strong PR and public affairs activities.

The campaign was targeted at women of all ages and their influencers, as well as men (yes, men can also get breast cancer).

Strategy

We knew right away that this unique campaign execution required a very sensitive strategic and creative approach. So a number of key self-imposed guidelines shaped our approach. It had to be a survivor-led campaign. This was about their courage and commitment to share something extraordinarily intimate and traumatic – all for the greater good. That meant our creative egos had to be put back in their cages.

Therefore our core task became to reflect their bravery and sensitivity and their demand to be seen and heard. Given the modest scale of the campaign, it had to punch above its weight. We also had to ensure that the core brand and message of the campaign had cut-through – and that people would understand and heed their message to learn the symptoms and take action by checking themselves regularly.

Creative challenge and approach

When you’re making public health awareness messages like breast cancer awareness, there are no higher stakes than life or death. The survivors had lived through, and survived, that thin line. So, the campaign was loaded with sensitivity.
Given the very exposing central visuals of the campaign, even a slightly misjudged tone or message would undermine the amazing action of the survivors.

The challenge visually – photography, design and video – was to avoid falling into several traps such as making it too medicalised, or too sexualised, or too sensational. Instead we needed to craft powerful imagery and design that was at once aesthetic but crucially, also authentic and true. That reflected the courage, dignity and honesty of the ambassadors.

The campaign’s messaging needed to sensitively broadcast these amazing people’s stories through compelling and first-hand copywriting and storytelling.

The campaign

The final campaign mirrored the provocative brief. Through a series of moving videos, five brave women and one man were filmed and photographed showing the dramatic surgical impacts and scars which resulted from their treatment.

In a series of beautifully-shot black and white portrait films, they shared their stories with immense honesty, humour and courage. Their striking and inspiring images were repeated across a wide range of digital and OOH applications.

Outcome

The trust that our wonderful client BCI placed in our ability to deliver effective and memorable advocacy, enabled us to build the most powerful and successful campaign possible. And the media coverage – national and local – has been extensive, hugely supportive and has amplified the key messages.

The evidence tells us time and time again that with health awareness, when key audiences are properly reminded and they’re shown the high stakes, they take action. But when people are reminded by the most authentic and articulate and emotive story tellers possible – survivors – and when they literally visually and verbally front up – the message is supercharged. It’s utterly convincing. It simply can’t be unseen, unheard, unfelt.

BCI has commissioned pre and post research in order to benchmark the success of the campaign. The results have been remarkable. For example: 36% of 18–54-year-old women are now checking their breasts on a regular basis – represents a 14% increase versus the pre- campaign figure. The population of 18-54s in Ireland is 1.3million, that equates to an increase of 182,000 women checking their breasts on a regular basis versus the pre-campaign number.

The reaction of the participant

But perhaps one of the most important outcomes is the pride and profound sense of ownership that the participants feel towards the campaign.

In this campaign these survivors achieved something wondrous – they repurposed their experiences and scars to become weapons of mass instruction. They are already survivors. Now they are lifesavers. And we’re delighted to have been asked to tell their stories and elevate their life-saving messaging.

If you like know more about how we can help you bring your advocacy or awareness work to life please contact us.

We are here to help.

For more information contact

John Sutton

Director and Head of Strategy

Charlie O’Neill

Creative Director

The post BREAST CANCER KNOW MORE Awareness campaign for Breast Cancer Ireland first appeared on Persuasion Republic.

Tea Day for The Alzheimer Society of Ireland

admin — Mon, 22 Apr 2024 13:53:33 +0000

Tea Day for The Alzheimer Society of Ireland

Services: Digital, Video & Audio Content Creation

overview

The secret to digital is not just in generating immediate response to each post. The real power of digital lies in its ability to create genuine, two-way engagement across multiple touchpoints and multiple channels.

This Tea Day campaign we designed for The Alzheimer Society of Ireland is a prime example of how, with a modest budget, a simple, targeted and imaginative digital campaign can help to significantly heightened awareness and increase engagement.

Moving video

At the centre of the campaign was a series of moving Internet videos in which Tea Day ambassadors Brian Murray and Una Crawford O’Brien told the story of Bryan’s Alzheimer’s diagnosis.

Consistent and engaging content

As a countdown to Tea Day itself we created a series of engaging social media posts to be shared in which a Tea Day memory was shared every day. To boost engagement donors were encouraged to share their own memories and some of the posts were converted into a quiz which had to be engaged with to reveal the answer.

We have also created an extensive series of EDM’s with a separate journey mapped out for recruitment stewardship respectfully, to boost recruitment and encourage increased engagement in the build-up to the event.

For more information contact

Catherine Joyce

Associate Digital Consultant

Alan Archbold

Creative Director

The post Tea Day for The Alzheimer Society of Ireland first appeared on Persuasion Republic.

Focus Ireland

admin — Mon, 22 Apr 2024 13:16:53 +0000

Focus Ireland

Services: Digital, Individual Giving & Fundraising Campaigns

Overview

The secret to effective Individual Giving programmes is to maintain an ‘always-on’ consistent and compelling narrative across all your channels.

Together with the great team in Focus Ireland, we have helped to craft a comprehensive and fully integrated Individual Giving programme. By integrating multiple mailings and extensive use of digital content and EDMs, we have been able to help Focus Ireland form a more powerful and effective connection with their donors.

Direct mail

Focus Ireland’s annual programme includes 6 direct mail appeals, and 2 care mailings spread throughout the year. Each appeal also includes multiple variables for different segments of the database and regular reminders to key donors.

compelling storytelling

At the heart of every appeal is a story. A compelling, deeply personal story of courage and transformation.

Through the course of the year, our team of vastly experienced writers and storytellers work closely with the Focus Ireland team to identify suitable stories, spending hours interviewing beneficiaries and staff alike.

Digital

Every appeal is augmented with a wide range of digital assets which are tested and honed to ensure maximum engagement.

EDMs

Each appeal is also enhanced by an extensive series of EDM’s, which are targeted at individual segments of the donor database.

Digital Regular Giving

In tandem with the existing programme, we have also created a bespoke Digital Regular Giving acquisition programme to secure new donors and increase lifetime value.

Donor Retention

To connect it all we have also devised a simple, scalable model for donor stewardship and retention which is designed to keep a consistent and organic connection with donors throughout the year.

“Persuasion Republic have become a vital strategic partner of Focus Ireland. Their expertise in copywriting, design, and campaign planning have helped to grow our public fundraising income. Just as importantly, we trust Persuasion Republic as they truly care about our donors, our cause, and our values.”

Ambrose Duffy

former Head of Public Fundraising, Focus Ireland

For more information contact

Saoirse Jacoby

Head of Individual Giving

The post Focus Ireland first appeared on Persuasion Republic.

Saoirse Jacoby

admin — Tue, 13 Feb 2024 12:57:47 +0000