In early 2019, we were appointed by Newcastle United Foundation to create, direct and support implementation of a PR and content marketing campaign regarding men’s mental health.
The Foundation, through its various wellbeing programs, conducted research through focus groups which included testing key messages and mediums.
Upon our appointment we used the transcripts to develop the campaign name and hashtag, key messages and social media posts relevant to the target audience (male NUFC fans over 40-years-old) which brought in the football element.
These were then developed into striking creatives directed by us and the in-house team that were not only used across social media but also within the football stadium and surrounding locations.
As part of our strategy, these social idents were sent to influencers on social media relevant to the target audience resulting in a social reach over 1 million in the first month of the campaign.
The campaign generated a lot of media attention and has featured in national publications such as The Independent to regional media including ITV Tyne Tees news, Metro Radio, and popular football podcast True Faith.
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