Campaigns News...

Alpha International has launched its national advertising campaign for 2009, with work by This Way Up. Following the success of the 2008 concept, we were retained to develop it for this year, based around two propositions. These were designed to make the audience think about the meaning of life, without being judgemental or opinionated. This echoes Alpha's stance of simply encouraging people to think and find their own answers.

Last years campaign helped to increase levels of awareness of the Alpha course to a record high and the successful formula of the campaign was retained for 2009. The audience was given three multiple-choice options with each question.

The campaign was launched in multiple outdoor sites including the largest UK outdoor poster site in Hammersmith. Posters can be found in most mainline stations, along with underground and buses. There is also a strong online presence at Alpha.org.

St Dunstan's, the charity for blind ex-Service men and women, are set to launch a new campaign leading up to Armed Forces Day on 27 June 2009. The Help Blind Heroes campaign is asking people to support by making a donation via the appeal line or online. The campaign, which features a range of outdoor, display, online and radio formats will start to roll out in June, with creative work by This Way Up.

Following the success of the project in 2008, we're delighted to have been retained by Alpha International for their 2009 recruitment campaign. Last year's campaign featured a range of above and below the line creative communications including print, screen and outdoor advertising using over 3,200 sites across the UK. Awareness of the Alpha Course as a Christian course went up from 21% to 24% following the campaign. (source: ipsosMori, October 2008).

Work on the creative for this year's project is already underway with resources for the Alpha groups. The national campaign will launch later in the year.

Last years campaign, one of over 3,200 outdoor sites.

This week, Anthony Nolan Trust launch UniqueMatch, the focus for this year's Anthony Nolan Week campaign, with creative by This Way Up. Our brief was to create a lively, imaginative campaign that would engage young people and highlight that they could be a unique match for someone in urgent need of a bone marrow transplant. By registering, they could save the life of someone who is terminally ill. Our team worked closely with the charity to develop a strong tone of voice that stressed the need for people to act, but didn't use language that might discourage them from doing so.

The call to action encouraged people to log onto uniquematch.org, an online portal where they could find more information and play the Unique game. The integrated campaign rolled out across a range of media including print, online, outdoor, national advertising and cash machine (ATM) sites. The Trust increased its Facebook membership by 19% during the campaign.

Our challenge for this project was to create a campaign that would raise the profile of St Dunstan's and encourage public engagement. The campaign positions the charity as "A leading light for blind ex-Service men and women".

Using striking portrait photography of blind 'St Dunstaners', the concept portrays their subjects as independent and confident. This characterises the work of St Dunstan's in providing lifelong support for visually impaired ex-Service people, enabling them to regain their freedom and optimism. The campaign was run in the national, local and specialist press, on radio, outdoor, and online.

The Alpha course had been attended by over 2 milliion people in the UK and over 8 million worldwide. We were briefed to develop a campaign for the 2008 recruitment drive based around the theme of "If you could ask God one question, what would it be?". We created a series of hard-hitting typographical concepts focusing on the key questions that previous alpha course attendees asked. A range of above and below the line communications were produced, including on and offline advertising, print, screen savers and outdoor advertising. Over 3,200 sites were used across the UK.

Awareness of the Alpha Course as a christian course is up from 21% to 24% according to an ipsosMori poll and web traffic to alpha.org more than doubled during the campaign - results that everyone is delighted with.

Asthma UK has launched its christmas fundraising appeal with work by This Way Up. The DM pack features an enticing message linked to the festive season. Inside, the story reveals the wishes of several children with asthma and the link between these and the funding required by the charity. The pack includes a viral element with stickers that supporters can put on their Christmas card envelopes and promote the campaign message and donation website address. A reminder appeal was also created, using the same theme.

With Christmas being an expensive time of the year, Southwark Council wanted to develop a simple advertising campaign reminding residents that they risk losing their home if they don't pay their rent over the festive period. Two concept images were shot based around the theme of 'You can put some things off over Christmas..." The call to action is simple and clear; 'Pay your rent, don't risk your home'.

The images will appear on bus rears, bus stops and various public locations around the Southwark borough.

Southwark Council have extended their successful safety campaign, Use your 'Ed, to secondary school children. The campaign message and visual style have been refreshed to appeal to this younger audience, but still retain its illustrative and iconic image. New travel wallet cards have been produced which will be handed out to young students and include a small printed booklet containing safety tips and advice.

Southwark Council have launched a campaign to inform residents of one of their largest leisure investment programmes ever. The campaign will run under the umbrella name 'Leisure refresh', devised by This Way Up. A series of four coloured logos have been created to communicate the fresh, vibrant nature of the campaign. These themes also reflect leisure and activity.

The £12.7m investment programme is being carried out at key sites across the borough, beginning with consultation at a local level. As the campaign continues, the identity will evolve to incorporate other themes.

Islington Council have today launched their latest campaign, Domestic Violence week 2007 with materials produced by This Way Up.

We were briefed to create the name, identity and a series of marketing materials to help with the launch. The campaign aims to highlight the issues around domestic violence as well as provide a series of resources for victims, perpetrators and practitioners to provide practical help.

The chosen campaigns name is 'No more domestic violence', reflecting the message that DV is not acceptable. A series of powerful images were commissioned to communicate the effect of domestic violence in the home in terms of the physical and emotional impact.

The materials include a series of posters, leaflets, a handbook for practitioners and discreet information cards.

Southwark Council have today launched their 100 days of change campaign, with creative work by This Way Up.

During the course of the campaign, the Council will seek views of tenants and leaseholders to help improve housing services. We were briefed to create an identity for the project that actively showed the countdown to change.

The campaign will be rolled out across a series of materials including postcards, posters, display materials and a regular newsletter.

Islington Council have launched their "Cleaner, Greener Islington" campaign this week with work by This Way Up. The campaign highlights key 'green' issues that local residents can help to be involved with including recycling and help keeping the streets cleaner.

The campaign features four core messages such as "Could you be recycling more?" Each is accompanied by an image shot specifically for the campaign, with a strong call to action to encourage involvement.

The campaign rolls out across a range of media including press, tube and adshel sites around the Borough. A series of posters and high profile lamppost banner sites have also been used.

This Way Up has designed and produced the promotional materials for this year's Exhibition Road Music Day - London's home of Féte de la Musique –€" a renowned international music event. It is organised by London's leading educational and cultural institutions situated in and around Exhibition Road in London.

Each of the members, which include Royal Albert Hall, Natural History Museum, the V&A and the Royal College of Music stage a number of free events throughout the day including music, dance & acts, which last year attracted over 12,000 visitors. This year's event takes place on 21 June 2006.

The materials launch the new Exhibition Road branding and the design features silhouette imagery to convey positive messages about music, fun and excitement. A strong palette of bright colours has been used to convey energy and life.

This Way Up's Managing Partner Steve Harvey said: "We were looking for a design solution that would appeal to a wide range of ages and cultures. The silhouette graphic communicates everything about the event without using images that might narrow the appeal. The programme design looks good and functions well in terms of presenting all the information simply and effectively."

The A6 programme folds out to reveal an A3 poster one size and a full programme and location map on the reverse. Postcards publicising the event have also been produced.

Following the huge success of 'Get Scene 05', a film competition for young aspiring film makers, Southwark Council have announced the launch of this years event which promises to be bigger and better.

This Way Up created the name and competition identity in 2005 and have been retained to expand this years materials which now feature a combined music and film theme under the name "Get Scene, Get Heard".

The materials feature new commissioned images of young people with film and music equipment and the overall message is enticing and encouraging. During the next few weeks the campaign identity will roll out onto advertising both online and offline.

"We were briefed to brainstorm ideas to make this years event bigger and better than last and to appeal to a more diverse audience. We felt that bringing music to the event would add another dimension and the marketing team loved it!" says Steve Harvey, Managing Partner at This Way Up.

Independent Age, a charity that's dedicated to supporting independent living for older people, have launched a Winter appeal, designed by This Way Up. The outer enveloped carries an urgent call for help, along with the headline "With the coldest winter months looming, we need your help to keep older people warm". Graphic representations of cold weather enhance the appeal of the message, which has been captured using a cool blue colour and bright red splash for urgency.

"Initial results are very promising", says Managing Partner Steve Harvey, "we'll be monitoring the responses over the next few weeks, but the appeal has already raised a significant five-figure sum".

The charity is also due to launch a new Impact report and review in May and is looking to strengthen the brand message over the coming year.

Asthma UK, the charity dedicated to helping people with Asthma, has appointed This Way Up to design and develop creative ideas to help build their membership base. The campaign, which targets a variety of warm and cold prospects is due to launch at the end of March.

"We've put forward a series of integrated proposals for helping attract new members with a simple, strong proposition", says Steve Harvey, Managing Partner at This Way Up. "With two members on the creative team here with Asthma, we really do understand the issues. We're using this experience to develop themes that will relate to and motivate non-members".

Sense, the charity working for deafblind people, has appointed This Way Up to help launch a new campaign aimed at older people. Work is already underway in establishing the identity and name of the campaign, which launches in June.