Here’s a potentially tricky one… a new voluntary sector client whose job is to encourage and seed the development of integrated education in Northern Ireland.

This was the first time that the Integrated Education Fund had run an advertising campaign, so they were very conscious that the messaging had to be right. Not sort of right, but exactly bang on the money right – integrated education is still a political and cultural hot potato in Northern Ireland and this campaign needed to be positive, forceful and forward-looking without sounding hectoring or accusatory. It also had to side-step the usual trap of being so keen to not upset anyone that it became bland and largely ineffective.

For this campaign we produced press and web advertising, outdoor, a campaign microsite and radio. The press and outdoor featured some wonderful children from Loughview, Lagan College and Priory schools and the radio was voiced by actor Liam Neeson.

How well did the campaign work? Well, the client said the bang they got for their buck wildly exceeded their expectations. Smart media buying of the heavyweight radio campaign helped created a huge buzz within Northern Ireland. All of which has helped with the groundswell of support that the integrated education movement has been receiving of late.

Here’s a potentially tricky one… a new voluntary sector client whose job is to encourage and seed the development of integrated education in Northern Ireland.

This was the first time that the Integrated Education Fund had run an advertising campaign, so they were very conscious that the messaging had to be right. Not sort of right, but exactly bang on the money right – integrated education is still a political and cultural hot potato in Northern Ireland and this campaign needed to sound positive, forceful and forward-looking without appearing to be hectoring or accusatory. It also had to side-step the usual trap of being so keen to not upset anyone that it became bland and largely ineffective.

For this campaign we produced press and web advertising, outdoor, a campaign microsite and radio. The press and outdoor featured some wonderful children from Loughview, Lagan College and Priory schools and the radio wasvoiced by Ballymena-born actor Liam Neeson.

How well did the campaign work? Well, the client said the bang they got for their buck wildly exceeded their expectations. Smart media buying of the heavyweight radio campaign helped created a huge buzz within Northern Ireland. All of which has helped with the groundswell of support that the integrated education movement has been receiving of late.