Darkness into Light 2023 Campaign

Insights

500K+ REACHED ON SOCIAL

1.1M COMBINED REACH

Covered in
irish-times
irish-independent

Familiar faces join Pieta, its partner charities and Electric Ireland for 2023 launch as Darkness Into Light returns with walks across Northern Ireland.

Research

+ Planning

Given the sensitivities relating to this campaign, it is imperative that the brand acts with credibility and is cognisant of the role it can play in offering valuable support to those who provide suicide and bereavement services. To this end, AIKEN suggested approaching genuine and authentic high profile NI individuals to become DIL advocates. These advocates would credibly represent the brand in relation to the topic and help deliver key messages.

OUTCOMES


Independent post campaign analysis showed that the projected targets set at the beginning of the campaign were far exceeded in actual terms:

01

Raise awareness of the event: By engaging with authentic and genuine advocates who had a varied profile from sports to the arts we successfully targeted a wide range of different existing and new audiences. We engaged with audiences through social media video’s and successfully landed unique news angles and hooks with different sectors of traditional and online media. For example, Anna McKeever was profiled in Local Women Magazine, Women in Business, lifestyle and arts programmes on the radio and, due to her former career as a doctor, in the health and feature pages of the dailies.

02

The three advocates raised £15,000 for NI charities combined.

03

An independent report from Belfast Live showed audience reach of 3m.

04

Post event analysis showed that there was an increase in sponsorship association/ brand attribution (prompted awareness) of Electric Ireland for its sponsorship of Darkness into Light from 26% to 35% as measured by IPSOS

Delivery +

Implementation

We produced long and short-form video as well as creative stills photography. Shots of Al Mennie at sunrise and shots of Anna McKeever painting captured the interest of photo editors and received widespread coverage.

We used our extensive media relations to deliver message-rich coverage across all channels at local and national level. We pitched articles with each of our advocates, covering health and wellbeing pages as well as sports and news pages.

We created and delivered a bespoke social campaign, ‘Ignite the Light’, which engaged past and present advocates as well as carefully selected amplifiers who recreated a simple CTA social media video.

We partnered with Belfast Live to ensure DIL messaging reached key target audiences. As part of the partnership, we secured five news articles to launch the event, promote our advocates special challenges, event round-up and a series of short clips for social which included event vox pops, featuring committee members.

We used our extensive media relations to deliver message-rich coverage across all channels at local and national level. We pitched articles with each of our advocates, covering health and wellbeing pages as well as sports and news pages.

Top Line

Bottom Line

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