{"id":14766,"date":"2022-03-30T14:10:17","date_gmt":"2022-03-30T13:10:17","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14766"},"modified":"2022-03-30T14:10:18","modified_gmt":"2022-03-30T13:10:18","slug":"the-power-of-words","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/nationwide\/the-power-of-words","title":{"rendered":"The Power of Words"},"content":{"rendered":"<div class=\"lazyblock-video-Z1w1xBE wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/693125791?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-ZBWFkN wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><b>Nationwide Building Society <\/b><span style=\"font-weight: 400\">today is launching its latest campaign <\/span><i><span style=\"font-weight: 400\">\u2018The power of words\u2019, <\/span><\/i><span style=\"font-weight: 400\">which aims to tackle bullying in schools across the UK. The new TV film aims to raise awareness of its landmark three year partnership with <\/span><b>The Diana Award,<\/b><span style=\"font-weight: 400\"> and demonstrate how the partnership will introduce 10,000 Anti-Bullying Ambassadors to schools in the UK. Devised by agency of record, <\/span><b>VCCP London<\/b><span style=\"font-weight: 400\">, <\/span><i><span style=\"font-weight: 400\">\u2018The power of words\u2019 <\/span><\/i><span style=\"font-weight: 400\">seeks to communicate the importance of mutual respect in society, with a focus on bullying in primary schools.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Nationwide was founded with social purpose, and its commitment to supporting its members and society hasn\u2019t changed. Research carried out by Censuswide in 2021 found that a shocking 24,000 children miss school each day due to bullying.<\/span><span style=\"font-weight: 400\"> Nationwide\u2019s three-year partnership with the Diana Award will help to drive awareness for the polemic issues as well as result in tangible help. An extra 10,000 Anti-Bullying Ambassadors are being trained in over 660 primary schools up and down the UK, so more children have someone they can talk to.\u00a0<\/span><\/p>\n<p><b>Alex Holmes, Deputy CEO of The Diana Award <\/b><span style=\"font-weight: 400\">said:<\/span><i><span style=\"font-weight: 400\"> \u201cIt\u2019s more important than ever to ensure school is safe and free from harmful bullying behaviour. Thanks to our landmark partnership with Nationwide Building Society we\u2019re training 10,000 Anti-Bullying Ambassadors in primary schools across the UK over the next three years. We know this peer to peer approach works and these young ambassadors are already changing behaviours and shaping attitudes by sending a clear message that bullying isn\u2019t acceptable.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Aligning with Nationwide\u2019s ambitions to raise awareness for societal messages authentically, the new TV film showcases real-life stories from school children who have all suffered from bullying. Nationwide is passionate about encouraging more respectful behaviour at a grassroots societal level, and the new\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">film show\u2019s Nationwide\u2019s commitment to positively impacting the day to day interactions and behaviour of children in school.\u00a0<\/span><\/p>\n<p><b>Sara Bennison, Nationwide Chief Product and Marketing Officer<\/b><span style=\"font-weight: 400\"> said: \u201c<\/span><i><span style=\"font-weight: 400\">It is heartbreaking to hear from children who have had their lives blighted by bullying. As a mutual organisation, we have a particular interest in fostering greater mutual respect to build a better society where diversity and difference are celebrated. The Diana Award team have made some inspirational strides to put an end to bullying and we hope our support can mean that many more children can be protected. Thanks to VCCP for handling our new campaign with care and for producing a really important film which translates what our partnership with The Diana Award is all about.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">The new film will debut on TV with a hero 60\u201d spot during the Great British Bake Off. The thought-provoking film is set in a primary school assembly hall, and features school children as they enter and exit the main stage to discuss their own experience of bullying.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">As Britain\u2019s biggest building society, Nationwide has always focused on its customer voices, and its latest film \u2018<\/span><i><span style=\"font-weight: 400\">The power of words\u2019<\/span><\/i><span style=\"font-weight: 400\"> is no different. The film is set against the backdrop of sombre music, and narrated by school children themselves. Their stories have been rearranged into a beautiful poem with the help of British poet <\/span><b>Mike Garry<\/b><span style=\"font-weight: 400\">, in a process referred to as \u2018found poetry.\u2019 Garry was instrumental in Nationwide\u2019s \u2018<\/span><i><span style=\"font-weight: 400\">Lessons from The Game\u2019<\/span><\/i><span style=\"font-weight: 400\"> campaign with The FA Respect Programme which launched last summer.\u00a0 As the children candidly talk about how their experience improved with the help of Anti-Bullying ambassadors, the music begins to build to a more positive beat, finally drawing to a close with all the children assembled together laughing and joking. The poignant film concludes with Nationwide sharing hard hitting facts on bullying in UK schools, and concludes with the announcement that Nationwide, together with The Diana Award is placing 10,000 Anti-Bullying Ambassadors in schools so children have someone they can talk to.\u00a0<\/span><\/p>\n<p><b>Laura Muse, Creative Director at VCCP London<\/b><span style=\"font-weight: 400\"> added: <\/span><i><span style=\"font-weight: 400\">&#8220;We can all relate to the feeling of loneliness that bullying leaves us with. But it\u2019s amazing how quickly that eases just with someone to talk to. Someone that understands you. So sharing the children&#8217;s stories, and supporting The Diana Award, is the very essence of what being a mutual organisation is all about. The partnership and the \u201cvoices\u201d approach were a perfect fit and reinforce why we love working with Nationwide. They\u2019re a brand with doing what\u2019s right at the heart of everything they do.&#8221;<\/span><\/i><i><span style=\"font-weight: 400\">\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">Mutual Respect is a core brand value for Nationwide, and \u2018<\/span><i><span style=\"font-weight: 400\">The power of words<\/span><\/i><span style=\"font-weight: 400\">\u2019 campaign showcases that Nationwide cares deeply about the needs of its 15 million members and their children. Following a Nationwide survey which found that 71% of the UK feel that levels of respect in society have declined in the last few years,<\/span><span style=\"font-weight: 400\"> Nationwide is committed to working with other organisations, such as The Diana Award to create a more caring and mutually respectful society, in all walks of life.<\/span><\/p>\n<p><span style=\"font-weight: 400\">To date, over 35,000 young people have been trained as Anti-Bullying Ambassadors in 4,000 schools throughout the UK and Ireland by The Diana Award. This network of young people develop and share best practices and have been trained to provide ongoing peer support to their cohort.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Nationwide\u2019s latest brand campaign <\/span><i><span style=\"font-weight: 400\">\u2018The power of words\u2019 <\/span><\/i><span style=\"font-weight: 400\">is live today and will roll out across TV and social.<\/span> <span style=\"font-weight: 400\">All media has been planned and executed by<\/span> <span style=\"font-weight: 400\">Wavemaker<\/span><b>.\u00a0<\/b><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-14766","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10329","hero_video":"","hero_image":{"ID":14768,"id":14768,"title":"NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2","filename":"NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2.png","filesize":2364366,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2.png","link":"https:\/\/www.vccp.com\/uk\/work\/nationwide\/the-power-of-words\/attachment\/natio21029_nationwide_diana_award_tv_60_online_pr004_v3_tn2","alt":"","author":"57","description":"","caption":"","name":"natio21029_nationwide_diana_award_tv_60_online_pr004_v3_tn2","status":"inherit","uploaded_to":14766,"date":"2022-03-28 17:36:29","modified":"2022-03-28 17:36:29","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_60_Online_PR004_v3_TN2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Nationwide partners with The Diana Award to tackle bullying in UK schools ","meta-description":"Nationwide Building Society today is launching its latest campaign \u2018The power of words\u2019, which aims to tackle bullying in schools across the UK.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/03\/NATIO21029_Nationwide_Diana_Award_TV_30_Online_PR004_v3_TN1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14621,"post_author":"57","post_date":"2022-02-22 09:15:32","post_date_gmt":"2022-02-22 09:15:32","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday \\u003c\\\/span\\u003e\\u003cb\\u003eAmnesty International UK \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003elaunches a hard hitting campaign called \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePeople Smuggling Ltd\\u2019\\u00a0 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ein an effort to drive awareness of the damaging impact the proposed \\u2018Nationality \\u0026amp; Borders bill\\u2019 will have on the UK asylum system. In failing to provide safe and legal routes into the UK for people seeking asylum, the bill will force people into the lethal arms of smuggling gangs instead. Already a hugely lucrative criminal enterprise - the only people set to benefit from this bill are people smugglers.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new Amnesty International UK campaign launches with a 90\\u201d hero film, created by \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London,\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e with media planned and executed by\\u003c\\\/span\\u003e\\u003cb\\u003e VCCP Media. \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLaunching today across Amnesty\\u2019s social channels, including Instagram, Twitter, Facebook and YouTube, \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePeople Smuggling Ltd\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u00a0satirises a fundamental flaw in the bill - that it will benefit people smugglers not those seeking safety in the UK. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018People Smuggling Ltd,\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is a fake business created by Amnesty International UK masquerading as a blue chip company to dramatise the growth predicted for the people smuggling industry thanks to the bill.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eNarrated by actor Russell Tovey, the satirical promotional video is designed to give this \\u2018business\\u2019 a veneer of acceptability. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018People Smuggling Ltd\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003einitially appears as a legitimate successful global business, but gradually reveals the exploitation at the heart of its model and the boom in business anticipated as the result of the \\u2018Nationality \\u0026amp; Borders Bill.\\u2019 Backed by an upbeat, promotional soundtrack, the generic corporate film mixes fake corporate footage with hard hitting imagery depicting the harsh realities for those fleeing conflict and persecution. The corporate video draws to a close with a very clear change of tone, set to the eerie backdrop of waves lapping on shore, as Amnesty International UK enters the film to explain the severity of the Bill and the impact it will have on those seeking safety, finishing with a call to action and a reminder that \\u2018when we all act, humanity wins\\u2019.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eTom Davies, Refugee and Migrant Rights Campaign Manager at Amnesty International UK\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018The Government\\u2019s case for the draconian measures in the \\u2018Nationality \\u0026amp; Borders Bill\\u2019 is entirely false. Ministers claim the bill will stop people making dangerous journeys, combat people smugglers and save money - none of this is true. We want to urge the British public to seriously consider the impact this legislation will have on people seeking asylum and to take a stand by\\u00a0 signing our online action, to pressure the government to rethink this harmful bill. VCCP London have worked with us to create a campaign under the guise of a faux company\\u2019s promotional video that will have mass reach in a format that\\u2019s uncomfortably impactful and encourages people to take action.\\u2019\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJonny Parker and Chris Birch, Executive Creative Directors at VCCP London \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded:\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018Amnesty International continues to campaign against injustice and act as a voice for those who are most vulnerable. Being involved in such an important piece of work is so rewarding. It\\u2019s good for humanity and great for the soul. Our hope with this campaign is that it will encourage support from the public which drives action from the government to reconsider this potentially harmful bill. Let\\u2019s make sure humanity wins on this issue.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo support the campaign, media has also been purchased in The Guardian in a fold out insert as Amnesty International UK calls for the British public to support this campaign.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"hxSXC\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-hxSXC\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"680085290\",\"blockId\":\"ZRSdyY\",\"blockUniqueClass\":\"lazyblock-video-ZRSdyY\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"\\u2018Our hope with this campaign is that it will encourage support from the public which drives action from the government to reconsider this potentially harmful bill. Let\\u2019s make sure humanity wins on this issue.\\u2019\",\"quotee\":\"Jonny Parker and Chris Birch, Executive Creative Directors at VCCP London\",\"blockId\":\"7DW1h\",\"blockUniqueClass\":\"lazyblock-quote-full-width-7DW1h\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22amnestyArtboard-2%22,%22caption%22:%22%22,%22id%22:14625,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14625%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/amnestyArtboard-2.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22amnestyArtboard-1%22,%22caption%22:%22%22,%22id%22:14624,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14624%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/amnestyArtboard-1.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22amnestyArtboard-3%22,%22caption%22:%22%22,%22id%22:14626,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14626%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/amnestyArtboard-3.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22amnestyArtboard-4%22,%22caption%22:%22%22,%22id%22:14627,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14627%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/amnestyArtboard-4.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"2pcTpQ\",\"blockUniqueClass\":\"lazyblock-carousel-2pcTpQ\"} \/-->","post_title":"'People Smuggling Ltd'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"people-smuggling-ltd","to_ping":"","pinged":"","post_modified":"2022-02-23 15:06:15","post_modified_gmt":"2022-02-23 15:06:15","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14621","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":false},{"relateditem":{"ID":14708,"post_author":"57","post_date":"2022-03-17 13:04:39","post_date_gmt":"2022-03-17 13:04:39","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"_1xJtwkPPaw\",\"blockId\":\"ZpURo\",\"blockUniqueClass\":\"lazyblock-video-ZpURo\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor the second year running, the nation\\u2019s favourite crisps, \\u003c\\\/span\\u003e\\u003cb\\u003eWalkers,\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e partners with Comic Relief for Red Nose Day to shine a light on how much Brits bottle up their true feelings. Walkers latest campaign aims to challenge and reframe the use of the \\u2018F***\\u2019 word (fine), and encourage instead the nation to open up and start talking honestly about how they are feeling.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith research showing that bottling up feelings and emotions is a contributing factor to low mental wellbeing, the social-first campaign launches with a series of films headed up by comedian, actress and mental health campaigner\\u003c\\\/span\\u003e\\u003cb\\u003e Ruby Wax.\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAppearing in the campaign\\u2019s hero 20\\u201d social film, the wellness expert speaks directly into the camera challenging the nation to give up the \\u2018F***\\u2019 (fine) word in the lead up to Red Nose Day (Friday 18th March).\\u00a0 Ruby announces the fine for using the word \\u2018fine\\u2019 and concludes on the importance of talking as well as giving honest and open answers when asked \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehow are you\\u2019?.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e Alongside the films, Ruby Wax will also provide her top tips for encouraging others to open up, and answer honestly when asked, \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehow are you?\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eas well as 10 alternative questions to \\u2018how are you\\u2019 to encourage people to open up. To bring the campaign to life, Walkers have created swear jars to fine the British nation for using the word fine which will roll out across its social channels.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eComedian and mental health campaign Ruby Wax commented:\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u201c\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs someone who has been very open about their battle with mental health, and has studied human psychology extensively, for me the greatest method of entry into people\\u2019s minds is making them laugh.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cOften it\\u2019s not about the question you\\u2019re asking, but the context and way in which you ask it that will impact the way in which the other person responds, and for me appearing as authentic and open as possible is the best way to get others to open up with how they\\u2019re honestly feeling. As a subject very close to my heart, I\\u2019m hoping that through this campaign and banning what is, in my opinion, the most offensive \\u2018F***\\u2019 word out there, we can open up the conversation surrounding mental wellbeing.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWorking with agency of record, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the campaign follows the Walkers and Comic Relief Christmas campaign continuing the the missions to cut the word \\u2018fine\\u2019 and truly open up. Created using insight unveiled in the \\u2018F Word Report\\u2019 that the nation collectively proclaims that it\\u2019s 'fine\\u2019 215 million times every day, with the average person saying it four times during every 24 hour period, and 28 times over the course of a week, it also shows that Brits use \\u2018fine\\u2019 as an autopilot response and don\\u2019t open up and talk about how they really feel.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eIrina Panescu, Head of Media \\u0026amp; Connections Planning at PepsiCo \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ecommented: \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWalkers has always been about bringing levity and moments of relief to people\\u2019s lives - whether it\\u2019s through our products or our campaigns. We believe humour is a great ally to start conversations and open up about real feelings, so through our partnership with Comic Relief and campaigns like these we\\u2019re on a mission to get the nation talking and looking after mental wellbeing. So as a brand this was a natural territory for us to explore, but we certainly weren\\u2019t expecting the results we received.\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cWe were surprised by just how much the nation is bottling up how they\\u2019re truly feeling, with \\u2018I\\u2019m fine\\u2019 being used on autopilot, rather than as an honest response. Fine stops us from opening up about how we really feel, so through banning the \\u2018F***\\u2019 word this week, we want to open up the conversation surrounding mental wellbeing, and encourage the nation to give honest and open answers when they\\u2019re asked \\u2018how are you.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAccording to new research, nearly every other time (38%) a person in Britain says the \\u2018f word\\u2019, they\\u2019re not being honest. What\\u2019s more, in addition to our barriers to opening up, Brits are also hesitant to hear the reality of how people are feeling. The average Brit asks others how they are at least 4 times per day, but only just over half (55%) actually want to know how the other person is when they ask \\u2018how are you?\\u2019. Three quarters of Brits (77%) rarely answer the question \\u2018How are you?\\u2019 Honestly, instead, opting for a generic \\u2018I\\u2019m fine\\u2019 response, over two thirds (70%) confess to regularly saying \\u2018I\\u2019m fine\\u2019 on autopilot before even thinking about how they are. However, when it comes to things that make us feel better when we aren\\u2019t actually feeling \\u2018fine\\u2019, there appears to be truth to the belief that laughter is good for our wellbeing, with enjoying a good laugh with a friend or relative named as the thing most likely to help, cited by 45% of Brits. However, talking it through with close friends or family came in second, with a third (34%) citing this as the thing most likely to help.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eRoss Neil, Creative Director at VCCP \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded: \\u201c\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eLet\\u2019s face it, we\\u2019ve all had an eventful last two years. Yet whenever someone asks how we are, we tend to keep everything pushed down inside by cutting off a real response with \\u201cfine\\u201d. What\\u2019s wrong with opening up? Let\\u2019s put an end to masking our real emotions by putting a fine on using the worst F word of them all\\u2026fine.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe\\u2019re using the emblem of the swear jar to discourage people from using the F-word and instead of saying fine, opening up. It really does help. It\\u2019s great when two powerhouse brands such as Walkers and Comic Relief come together for a great cause such as mental well-being. And add to the mix the effervescent Ruby Wax and you have all the ingredients for a great campaign. Just mind your language!\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis year Walkers has also pledged a total of \\u00a32 Million for Comic Relief by the end of 2022, to support mental wellbeing programs. The campaign will then go live again at Christmas - a time we all know is difficult for so many. To join Walkers and Comic Relief in giving up the \\u2018F***\\u2019 (fine) word this week and talking more, sign up at \\u003c\\\/span\\u003e\\u003ca href=\\u0022http:\\\/\\\/www.comicrelief.com\\\/walkers\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewww.comicrelief.com\\\/walkers\\u003c\\\/span\\u003e\\u003c\\\/a\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWalkers worked with OMD and Sips \\u0026amp; Bites to plan and execute the print and social media. 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