Third Sector Excellence Awards: Communications Campaign

Leonard Cheshire Disability's Creature Discomforts 'amazing' campaign pushed boundaries and boosted awareness for the charity.

Creature Discomforts
Creature Discomforts

Criteria:
For an innovative campaign that reached the target audience and got its message across

Judging panel:
Sue Fidler, charity IT consultant
Ian Leggett, director, People & Planet
Dean Russell, head of digital marketing, Precedent Communications
Chris Stalker, freelance consultant

Finalists:
Help the Aged
Leonard Cheshire Disability’s Creature Discomforts campaign
Prostate Cancer Research Foundation’s Give a Few Bob campaign
Sustrans
Teenage Cancer Trust
War on Want

Winner: Leonard Cheshire Disability: Creature Discomforts
Leonard Cheshire Disability’s Creature Discomforts campaign aimed to change attitudes towards disability. With a website, posters and television, newspaper and magazine adverts, it used a fresh spin on Aardman Animations’ well-known Creature Comforts films and put the real words of disabled people into the mouths of disabled animals made of plasticine.
The campaign, which was conducted in two bursts of activity either side of Christmas, garnered a lot of press interest, and a partnership approach with media owners meant its budget stretched twice as far as it would otherwise have done.
Research found 51 per cent of adults recalled the campaign and its messages, and a third of people admitted they needed to learn more about disability and were willing to do so. Awareness of Leonard Cheshire
Disability increased by 4 per cent.
One judge, Sue Fidler, described the campaign as amazing: It used humour and the familiar Aardman cartoons we all love to deliver a punchy message. It showed how a small team can deliver a fully integrated, high-profile campaign that pushed the boundaries of a traditional charity and challenged the way we react to disability.
Another judge, Dean Russell, said the campaign was strong in innovation, delivery and results.

Highly commended: Prostate Cancer Research Foundation
The Prostate Cancer Research Foundation’s Give a Few Bob campaign used computer-generated imagery to bring comedian Bob Monkhouse ‘back from the dead’ to warn men about the disease that killed him. A budget of less than £50,000 yielded £3m of media value and saw the number of regular givers to the foundation rise by 580 per cent. Dean Russell commended the mixture of humour and computer wizardry: It showed how humour can have more of an impact on attitudes than shock tactics.

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