PlaceShapers WE BUILD campaign
To draw attention to the outstanding development activity of PlaceShapers’ members, we devised and executed a We Build campaign. We were awarded the multi-channel project thanks to the strength of our previous joint project with PlaceShapers, the We Work campaign.
PlaceShapers set us the challenge to devise a 2017 campaign which would generate awareness of the 88,000 homes its members will build by 2022.
The campaign needed to highlight members’ efforts to tackle the housing crisis and have a national impact with policy makers, stakeholders and media – as well as on a local level for each individual organisation.
We developed a creative strategy that utilised statistics from Campbell Tickell and PlaceShapers’ joint white paper. The creative made use of bespoke illustrations, with a strong common colour scheme to unite the suite of marketing materials. We also produced an animation, which was viewed more than 350 times.
“I appreciate the insight Creative Bridge brought to developing the visual identity and digital communication of We Build. It was a challenging brief and working with a trusted agency like Creative Bridge meant we achieved the impact the campaign deserved.”
Joanna Charlton, communications manager for PlaceShapers and Shepherds Bush Housing Group
The designed Twitter assets were shared with 130 members, who distributed them across their own communication channels. The hashtag #webuild continues to be used by members when promoting their new development work.
We also created boards for the launch event, which were used by those attending to show their support.
The campaign debuted at the 2017 Chartered Institute of Housing national conference. PlaceShapers achieved 100 signatories on the ‘crowdspeaking’ platform Thunderclap, which converts to a social reach of 141,055 people.
We Build was distinct and communicated the role that PlaceShapers play in solving the housing crisis. It has also supported and strengthened our 2016 We Work campaign and paved the way for future campaign around We Care and We Share.