WESC Foundation, one of the UK’s oldest and most respected visual impairment charities, has launched a new campaign film aimed at raising the charity’s profile and increasing fundraising opportunities among the charity’s South West target audience.
Creative communications agency AB created the video and the integrated campaign surrounding it. Focusing on the concept of #ExetersBlindSpot, the campaign highlights how the people of Exeter are ironically blind to the life-changing work WESC provides every day.
Due to their longstanding relationship with WESC, AB donated time and resources including the new film to the charity free-of-charge.
AB worked with WESC’s marketing and fundraising team, then researched and analysed the local community to ensure the creative idea was compelling and relevant. Social media engagement is key to the campaign, as well as using data to underpin targeting for display, Twitter, Facebook and YouTube advertising.
The campaign goes live across various digital channels on Monday 11 April and will continue to run for three months. AB’s digital strategy team will be carefully monitoring all engagement to understand the impact locally as well as carrying out research with different audiences to find out feedback on the campaign.
Mark Braithwaite, director of education at WESC Foundation, said: “We are impressed with the quality of the film produced by AB to promote our brand awareness campaign and we are confident that this will help underpin a wider community understanding of the vital work WESC Foundation does as a specialist centre for visual impairment.”
Ed Burnand, partner at AB, commented “We've worked with WESC for a number of years and feel very strongly that they deserve their position as one of the top visual impairment centres in the UK. I know someone who moved his entire family down from the Midlands so his daughter could go attend WESC. We are delighted to have created the #ExetersBlindSpot campaign and hope to see masses of successful for this inspiring organisation.”
Devon-based AB work with national and international brands including Flybe, Tesco, Heineken UK and the BBC.