Not for Profit Results

Client: Kids Company
Creatives: Graham Fink & Simon Dicketts
Agency: M&C Saatchi

Kids Company is a charity that provides emotional and practical support to over 14,000 deprived and vulnerable children across London. As with any charitable organisation, they rely on the generosity of others to fund the essential work they do.

Our brief was to create a campaign that would help to generate a large amount of smaller donations from people across London, as well as engaging them in the seemingly ‘invisible’ problem of vulnerable children in our city – children who are probably no more than a stone’s throw away from the stations and Tube lines we pass through everyday and who form part of our London community. 

Client: CoppaFeel.org
Creatives: Paul Pearson & Laila Milborrow
Agency: archibald ingall stretton…                             

CoppaFeel is a young vibrant charity set up with one core goal; getting young women to check their breasts whenever they can and making it routine.  

The London audience is right for CoppaFeel for several reasons. The first being that they're constantly on the go. They very rarely get five minutes to themselves. Which means checking their breasts is the last thing they're going to want to do. 

Breast cancer can also strike women from all backgrounds, ages, races and ethnicities which again, makes London's diverse audience perfect to communicate with.

Out target is to explain that checking breasts is actually a lot easier than people think. And that they should try to do it whenever possible.

Client: Crisis
Creatives: Ryan Inglis, Simon Rowland, Clare Lambert
Agency: soh

In their routine the London commuter will probably spend more time interacting with advertising on the Tube than with a fellow human traveller. We wanted to use long copy to give the poster the most human voice we could, to make this interaction as conversational as possible.

By making the poster self-referential and listing the different features of the Tube environment we've tried to establish common ground with the commuter. The Tube is second nature to them, so now it's time to make them see it in a different light as a home. By highlighting the features of a home the commuter may take for granted, they might consider the people above ground who don't have what an inanimate poster has Underground.

Client: Guide Dogs
Creatives: Tori Fannon & Mark Teece
Agency: RAPP

Over 180,000 blind and partially sighted people in the UK never leave home alone. And in a city like London, it can sometimes be impossible for a visually impaired person to get around. In many cases, they can lose the confidence to go out by themselves.

Yet London is an incredibly rich and diverse city.

The different sounds, tastes, smells and surfaces reward our senses in ways other than by sight. The only thing stopping blind and partially sighted people from experiencing these wonders is the challenge of getting there. With a guide dog by their side, blind and partially sighted people can go out and enjoy the same freedom of movement as everyone else in London.

Client: MicroLoan Foundation
Creatives: Alex Monger, Richard J Warren, Paul Hancock & George Prest
Agency: DLKW Lowe

In the summer of 2010, we launched a new initiative to try to raise awareness of the MicroLoan Foundation. It’s called ‘Pennies for Life’. And the idea is very simple. We’d like people in Britain to give us their small change. So we can use it to create massive change in Africa. And we’re very happy to take it a penny at a time.

During our research, we discovered that there’s a very large amount of loose change in the kitchen cupboards, handbags and indeed waste bins of Britain: £500 million worth of it. Londoners alone have £70 million of which they literally throw away £837,642 each year. A fraction of that unwanted London cash could transform thousands of lives in sub-Saharan Africa.

Client: Royal Parks Foundation
Creatives: Jason Scott, James Crosby & William Cottam
Agency: My Agency

The average Londoner leads a tough life. Long hours, packed commutes and the hustle and bustle of big city living can make it hard to keep things in balance. The Royal Parks play a vital role in restoring the equilibrium, providing fresh air, open green space, and culture to the millions of people who live and work in London. And all for free.

We want to reach Londoners at what's probably the pinnacle of their stressful London lives, their commute to work. The goal is to remind them of the resource on their doorstep, encourage them to visit and to gently remind them of the role the Royal Parks Foundation plays in making the parks special.

Client: Alzheimer's Society
Creative: Alice Tendler
Agency: DLKW Lowe

Alzheimer's Society exists to improve the lives of those living with dementia in our society. There are 60,000 people with the condition in London alone - a huge number that is only going to increase as the Capital's population ages.   

Alzheimer's Society provides information and advice for anyone who comes into contact with someone with dementia and if we can communicate this message to the commuter audience and encourage them not to turn away, we could tangibly improve the lives of the thousands of people affected by dementia in our Capital. Without human contact, in London even 60,000 people can become very lost and a big city quickly becomes a very lonely place.

Client: Arthritis Care
Creatives: Erin Hamid & Tania Dunn

Despite the common perception, arthritis does not just affect the elderly. Millions of people of working age also have arthritis and have to negotiate London’s busy, intimidating transport network often without the consideration afforded to the elderly or more visibly disabled. Therefore, this campaign will not only serve to direct people with arthritis to our life-changing services but will also remind other commuters to be aware of disabled commuters whose conditions are not immediately apparent.

With the Olympic Games on the horizon, we at Arthritis Care see this as a valuable opportunity to flag the needs of disabled people on the Underground.

Client: Breakthrough Breast Cancer
Creatives: Terry O'Neil & James North
Agency: Meteorite

Breast cancer is a cunning and deadly disease. It is also now the most common cancer in the UK with one in every nine women in the UK developing breast cancer at some point in their lives. More than 45,000 cases are diagnosed each year, a large proportion of them in London.

The letter format allows the viewer to escape for those minutes they are waiting, as they are drawn in to imagining who it could possibly be from. By allowing the viewer to fill in the blanks and work it out for themselves, the reveal is all the more engaging. And thanks to the added time that we have with our audience it is a technique that would not be possible in any other medium.

Client: Breast Cancer Care
Creatives: Lucy Clark, Libby Young, Laura Nun, Keith Franczak & Toby Kushner
Agency: iris

Breast Cancer Care, who are they, you may wonder. They’re a charity that supports 1.7 million people affected by breast cancer every year. If you haven’t heard of them it’s not a bad thing. It means you haven’t been touched by the illness. But every year the number of people being diagnosed goes up and Breast Cancer Care’s helpline, forums and one-to-one sessions are needed more than ever.

So they need more donations. But to create donations they need to tell people who they are. And what they do. But we couldn’t do that with a nine-word headline.

Long copy is the perfect opportunity to tell a caring, but savvy heard-it-all-before audience about the charity. And then ask them to give.

Client: British Association of Dermatology
Creatives: Anton Ezer & Kirsten Everette
Agency: Kindred

Skin cancer is the only cancer you can see coming, and it only takes a minute or two to check your skin for any changes to moles. In 99% of cases, those few minutes could save your life. On average, give or take the odd delay, a train comes into a station every three minutes.

Passengers waiting for their trains are a captured audience with one thing on their mind, getting to their destination. It’s the perfect opportunity to inform people how easy it is for them to avoid skin cancer, by using the time between the trains as a demonstration. A headline that demands attention, coupled with art-direction that users the Tube line colour palette for stand out, talks to all who might pass by it.

Client: CARE International
Creatives: Felix Davey & Andy Tervit
Agency: lendwithcare.org

lendwithcare.org is brand new, and in the initial stages of its launch. A poster campaign on the London Underground would be the ideal way to launch the website to a wider audience, and to give it the exposure it deserves.

Our execution is particularly relevant to this audience. The headline is a reworking of Shakespeare’s quotation – ‘Romans’ is replaced by ‘Londoners’, and ‘countrymen’ by ‘cityfolk’. In the copy, we describe the benefits of lending, using an example familiar to anyone who works in an office. This links us to lendwithcare.org. The focus on lending enables us to emphasise how revolutionary and innovative the website is, and how rewarding and enjoyable the audience will find it.

Client: Centrepoint
Creative: Reuben Turner
Agency: The Good Agency

This is Kieran’s ad – a description of what it’s like to suffer night after night of sleeplessness.

Young homeless people are London’s real Underground. Because many aren’t ‘street homeless’ they’re invisible. Yet they’re there – travelling around the Central Line, riding on night buses, sleeping on friend’s sofas and in temporary hostels. They’re voiceless too. Many have suffered violence or abuse at the hands of their families. Almost all have felt ignored or neglected by those who should care about them. But they’re portrayed as feral, criminal or addicts.

This ad would be an incredible opportunity to give young homeless people a genuine voice.

Client: CLIC Sargent
Creatives: Rohan Candappa & Derek Hayes
Agency: Libertine

The ad is designed to recruit runners for the London Marathon. Obviously a medium that targets Londoners is ideal.  Also we thought of Londoners as people who are up for a challenge. So we devised a charity ad that gives them a chance to do something beyond just put their hand in their pocket.

Client: Federation Against Copyright Theft (FACT)
Creatives: Laura Keogh & Sue Keogh
Agency: Handstand Creative

When the Sony Walkman was launched in 1979 it transformed the journeys of stressed-out commuters on the London Underground. Now, listening to an MP3 player is an essential part of many Londoners' journeys, whether in their seat, on the escalator and or while they’re standing on the platform reading the ads opposite.

With this increased ability to listen to music comes a rise in music piracy as people want to consume it, copy it and share it.

This advert talks directly to London commuters who may be guilty of downloading music illegally – at the very moment this music is playing in their ears.

Client: H20 - Walk for Water, Walk for Life
Creatives: Ben Usher, Rob Farren & Juande Cobo Reyes
Agency: Creative Orchestra

H2O, Walk for Water, Walk for Life is an open platform idea created to give charities and people an easy way to raise money for water projects in Africa. Over 5,000 people a day are dying through lack of access to clean drinking water. The mechanism is simple, sponsored walks from anywhere beginning with H, to a destination beginning with O, hence ‘H to O’. Holborn to Oxford Street, Hampstead to Old Street, Hammersmith to Oval, or just Home to Office.

The campaign has been targeted at Londoners, because they walk every day, even if it is only to their nearest Tube station. If a fraction of the millions of commuters got sponsored to walk from H to O the impact would be immense.

Client: Institute of Practitioners in Advertising (IPA)
Creatives: Hamish Pringle & Alistair Hall
Agency: IPA Creative Team & We Made This

London is one of the world’s key centres for the advertising agency business and to maintain that position we must recruit and retain the best possible talent.  But currently employees in agencies are predominantly white and middle class, because they’re connected to people already in the business and find it easier to get work experience, internships, interviews and jobs.

Meanwhile the need of many big client advertisers is for campaigns which work internationally.  Agencies are simply not taking competitive advantage of the fact that some 400 different languages are spoken in London, talent which could be used to create global concepts adaptable locally.

Client: Living Streets
Creatives: Miranda Acres, Natasha Acres & Amy Doyle
Agency: wow! creative

Living Streets is the national charity that stands up for pedestrians. With their supporters they work to create safe, attractive and enjoyable streets, where people want to walk.

Today they influence decision makers nationally and locally, run successful projects to encourage people to walk, and provide specialist consultancy services to help reduce congestion and carbon emissions, improve public health, and make sure every community can enjoy vibrant streets and public spaces.

For us this ad is about engaging commuters, encouraging them to recapture a love for their streets and rebuilding ‘communities’. The Underground - one of the most impersonal forms of public transport – is the perfect site.

Client: Make A Wish Foundation
Creatives: Laurence O'Byrne & Andy Breese
Agency: Ogilvy

For Make-A-Wish Foundation, this is the first time advertising on the London Underground will be possible. The opportunity to reach a wide audience and the potential positive benefits for the charity is immeasurable. The charity does not have the luxury of an advertising budget. Quite simply, reaching such a vast audience would be of immense benefit to the charity and more importantly, to the children with life-threatening illnesses they serve. In this way, creating an emotive, brand-defining ad for the charity was of utmost importance.

For many commuters, this will be their first point of contact with the charity and will set up their idea of the work into the future. Letting the child’s voice shine through was the ideal way to reach this busy audience.

Client: National Portrait Gallery
Creative: Denise Ellitson
Agency: True North

The National Portrait Gallery, just off Trafalgar Square, is one of London’s most popular cultural attractions and holds the world’s greatest collection of portraits. We aim to share our Collection with the widest possible public and promote understanding of people, art and history.

Our long copy creative has been designed with the London commuter in mind – offering an amusing, interesting story to pass the time, all about the ‘scandalous’ George IV! The story also provides historical background to their environment; Oxford Circus Station, where the posters would be situated, is beneath Regent Street, which was named after George, and his status as a Regency Fashionista is relevant for the Tube users who have just been shopping above.

Client: PETA
Creatives: Kevin Masters & Miles Bingham
Agency: JWT

In a busy commercial metropolis like London, the Tube isn’t just a way to get to work and back. It is the lifeblood of the shops, continually ferrying consumers in and out of the main high streets and malls. If you were on your way to buy a new outfit for the weekend, chances are, you would be traveling by Tube.

The advert is targeted directly at people living in the Capital. London is one of the main fashion centres of the world, making its inhabitants very interested in fashion and the issues that surround it. These are exactly the type of people we are trying to reach.

Client: Comic Relief - Red Nose Day 2011
Creative: Jo Blankley

We know that people fundraise for Red Nose Day at work in their hundreds of thousands – helping to raise millions of pounds in the process - and London commuters make up a substantial proportion of these dedicated and committed workplace fundraisers.

This is an audience which loves Red Nose Day because they want to help make the world a better place and let's face it, anything’s better than work on a Friday.

We also know that engaging this hugely savvy crowd can be a tough nut to crack, but once they’re on board, they raise more money than any other of our audience segments.

That alone makes them undeniably valuable to Comic Relief and Tube advertising a communication medium that's perfect for us to exploit.

Client: RNIB
Creatives: Hugo Bone & Kyle van Blerk
Agency: Meteorite

This ad is ultra-relevant to the London/Tube commuting audience because it revolves around that all-too-familiar London annoyance: the wait for the Tube. We believe that this poster will chime perfectly with the state of mind that its audience will be in. Not only that, but by making the ad’s statistical reference London-specific, we believe that it has a more local, and therefore a more powerful, appeal.

This audience is of particular value to our brand because it’s largely well-educated and wealthy, making it an essential target of our fundraising activity.

Client: Tower Hamlets College
Creatives: John Tsang & Catrina Cruickshank
Agency: Left

As a Further Education College in the East End of London which is only 3 minutes from a DLR, Tube or train stop, Tower Hamlets College's prime location is one of its key selling points. They provide fantastic courses, and their superb location means that wherever you live in London, they are all fully accessible.

Furthermore, they don’t just offer A-Levels and courses for 16 year olds, but give those who want a career change, or those who didn’t quite get the grades the first time round, the chance to reach their dreams. Additionally, they offer training for employers and employees to help boost their business. 99% of their students come from London – the London audience is their lifeblood.