Using a brand ambassador was key to the Drinkaware campaign strategy in 2024, so we picked up on the idea and helped to supercharge it. Former England goalkeeper David Seaman was already successful in the role, promoting the online Drinkaware Check tool, which enabled participants to better understand their relationship with alcohol.&nbsp;
We saw an opportunity to enhance this work through the media plan using podcast sponsored reads. The strategy helped open the door to recruiting a host of household names that would amplify the Drinkaware message for us. The sponsored read approach meant the campaign benefitted from the endorsement of the podcast host, effectively multiplying its brand ambassadors.
Our host selection focussed on using well-known and loved celebrities who could reach across several audience sectors, widening the campaign's appeal. We succesfully compiled a list that included Alan Carr, Gary Neville, Adam Buxton, Annie Mac, Josh Widdicombe and Rob Beckett. The fact that hosts will deliver a podcast script using their unique personality and style lends greater clout to the campaign message and supported the official brand ambassador's work extremely effectively.

Brand Ambassador Multiplier Hack

More than 300 deaths each year have been linked to illegal levels of pollution in Tyneside, in emission hotspots such as the centre of Newcastle. 
The Newcastle Clean Air Zone is part of a Government initiative to improve air quality across the UK designed to address these issues, and reduce the number of older, more polluting vehicles in city centres
This Autumn, we are supporting both Newcastle and Gateshead City councils as they launch a campaign that will inform people of the introduction of the zone in 2023, and what they need to do if it affects them.
 The campaign is designed to generate awareness of the zone across the whole of the North East in general, and a tighter geographical region around Newcastle itself in particular, and will run through the Autumn of 2022 and the first half of 2023.
The emphasis is on high impact, high awareness, high coverage media channels. The strategy includes Iconic OOH digital sites in prime locations, Adsmart geo targeted to a radius around the city, key regional media and paid social to reach our two defined targets, the public at large &amp; taxi and van drivers.
The broad spread of channels ensures impact and coverage by reaching people at many different times and in many different ways in order to drive home transmission of the message. It's the Root mantra - catch 'em everywhere you can!

Newcastle Clean Air Zone

Partnering closely with creative agency Consider, this campaign tells the story of ordinary people stopped in their tracks by life-changing neurological conditions. It gives concerned individuals a glimpse into those experiences and explains how The National Brain Appeal is behind breakthroughs in treatment and therapies that have a transformative impact on lives.
The campaign driver is The National Brain Appeal's commitment to raise &pound;7 million towards the creation of UCL's state-of-the-art facility on Grays Inn Road, London. Once completed, UCL's advanced neuroscience hub will bring together research scientists, clinicians, and patients in a world-leading facility for dementia and neurological disease research.&nbsp;
With activity running across TNBA's social channels, we educated members of the public about the organisation's vital work and prompted people to sign up for a monthly newsletter where they could learn about the latest developments in neurological research. We then retargeted users who had interacted with the ads, showing them the human impact their donation could have for those whose treatment benefits from the work of the charity.&nbsp;
This campaign was a toe in the water for The National Brain Appeal and generated a highly positive response. As a consequence, we will proudly develop the campaign across 2025, supporting them to continue raising the bar on their fundraising.