{"id":18288,"date":"2024-05-24T09:29:23","date_gmt":"2024-05-24T08:29:23","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18288"},"modified":"2024-08-11T12:17:07","modified_gmt":"2024-08-11T11:17:07","slug":"a-future-full-of-good-things","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/prostate-cancer-uk\/a-future-full-of-good-things","title":{"rendered":"A future full of good things"},"content":{"rendered":"<div class=\"lazyblock-video-Z26ARKQ 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\/949206791?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-Z20i1Jb 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><span style=\"font-weight: 400\">1 in 8 men will get prostate cancer, and for Black men their risk is double. But the earlier you find prostate cancer, the easier it is to treat, and an earlier diagnosis could save your life. That\u2019s the vital message at the heart of a new integrated campaign launching this weekend from <\/span><b>Prostate Cancer UK<\/b><span style=\"font-weight: 400\"> and <\/span><b>VCCP London<\/b><span style=\"font-weight: 400\">, with a call for thousands more men across the country to check their risk online.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The creative platform, <\/span><i><span style=\"font-weight: 400\">\u2018A future full of good things\u2019<\/span><\/i><span style=\"font-weight: 400\">, focuses on the future &#8211; the life full of really good things that lies ahead for men (and those who love them) if they check their risk and find out what they can choose to do about it, and forms part of Prostate Cancer UK\u2019s wider campaign \u2018<\/span><a href=\"https:\/\/prostatecanceruk.org\/prostate-information-and-support\/risk-campaign\/mhw\"><i><span style=\"font-weight: 400\">\u2018Find it Earlier\u2019<\/span><\/i><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This breaks the mould of traditional cancer awareness campaigns, which have focused on the negatives of not knowing your risk and all the scary things that can happen when you don\u2019t, in order to capture men\u2019s imagination and hope for the future they want to be around to see. This strategy allows for a humorous take, which runs through the campaign, to open up the conversation and lighten a serious issue for many.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Two films lead the campaign <\/span><i><span style=\"font-weight: 400\">\u2018Layla\u2019<\/span><\/i><span style=\"font-weight: 400\"> and <\/span><i><span style=\"font-weight: 400\">\u2018BBQ\u2019<\/span><\/i><span style=\"font-weight: 400\">. In each film we see a glimpse of what is still to come in each man\u2019s future &#8211; in <\/span><i><span style=\"font-weight: 400\">\u2018Layla\u2019<\/span><\/i><span style=\"font-weight: 400\"> a man meets his granddaughter-to-be who promises him the chance to get to know her if he looks after himself, and <\/span><i><span style=\"font-weight: 400\">\u2018BBQ\u2019<\/span><\/i><span style=\"font-weight: 400\"> shows that the dream grill and a future of summer family BBQs awaits a man on his 60th birthday.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Both films also work to break down barriers that historically stopped men from checking their risk of prostate cancer. \u2018Layla\u2019 and \u2018BBQ\u2019 both openly challenge the worry for many men that a test for prostate cancer must mean a finger up the bum. In fact, the best test for prostate cancer is a simple blood test you can get free from your GP and Prostate Cancer UK say you don\u2019t need a finger up the bum to check for prostate cancer.<\/span><\/p>\n<p><span style=\"font-weight: 400\">For both films, VCCP\u2019s global content creation studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> worked with multi-award-winning director <\/span><b>Gary Freedman<\/b><span style=\"font-weight: 400\"> and <\/span><b>MJZ<\/b><span style=\"font-weight: 400\">. Gary is best known for introducing Queen Elizabeth II and Paddington and for introducing O2\u2019s mascot Bubl with VCCP &#8211; he was chosen especially to bring to life the barbeque and the talking baby, which was achieved through advances in AI.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The films also feature the voice talent of Ralph Ineson as the barbeque, BAFTA-winning Top Boy star Jasmine Jobson as Layla and Hugh Dennis as the brand voice.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run across the UK &#8211; with TV, social and PR working to reach men at risk throughout the country. Dedicated activity such as radio advertising will also target men in specific nations and regions, especially Scotland, the Midlands, the North West, Wales and the South West, areas which have higher rates of late-stage diagnosis. Tailored social advertising and PR will reach those most affected by health inequalities, beginning with Black men.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>John Dickinson-Lilley, Director of Communications at Prostate Cancer UK,<\/b><span style=\"font-weight: 400\"> said: \u201cWe\u2019re delighted that this campaign takes a fresh approach to raising awareness of the most common cancer in men, prostate cancer. We\u2019re focusing on all the positives in a future where men with prostate cancer get an earlier diagnosis, and what that means for them and their loved ones. A talking BBQ and a grandchild from the future might not be what you expect from a charity raising awareness of cancer risk, but we\u2019re driven to grab men\u2019s attention across the UK with this vital message, and we\u2019re starting at one of the biggest events in the summer of sport with a spot in the FA Cup Final.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cWe want all men at risk, so that\u2019s men over 50, Black men and men with a family history of prostate cancer, to take just 30 seconds to check their risk online with Prostate Cancer UK\u2019s Risk Checker. It\u2019ll tell you if you\u2019re at higher risk, and let you know what you can choose to do about it. With finding prostate cancer, earlier is always better, so it\u2019s about time you checked your risk.\u201d\u00a0<\/span><\/p>\n<p><b>Jim Thornton, Executive Creative Director at VCCP London<\/b><span style=\"font-weight: 400\">, said: \u201cAs that wise young owl Darren Bailes (our CCO) once observed; \u2018we spend the first half of our lives trying to kill ourselves and the second half desperately trying to stay alive\u2019. This beautiful, and beautifully realised, idea neatly brings to life exactly why those of us of a certain age are so desperate to stay alive &#8211; the promise of grandchildren, fabulous bbqs, more Stoke games, and all the other wonderful things later life has to offer. And it deftly hammers home the message to all the men in our lives that it REALLY is about time they checked their risk of prostate cancer.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign launches on 25th May with the film airing during the FA Cup Final and will run across TV, BVOD, Linear Radio, Digital Audio and Social until 30th June, with another top TV spot in the opening game of Euro 2024 between Scotland and Germany on 15th June. The campaign runs throughout Men\u2019s Health Week and on Father\u2019s Day, with Prostate Cancer UK working to drive a national conversation about the most common cancer in men at these key calendar moments. Media planning and buying is led by <\/span><b>the7stars<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP London were appointed to work with Prostate Cancer UK on a project basis following a competitive pitch process. In addition to this campaign VCCP London have been working on a new brand platform for Prostate Cancer UK to help drive organisational growth and brand trust The brand platform \u2018It\u2019s About Time\u2019 has been incorporated into this risk awareness campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Take Prostate Cancer UK\u2019s award-winning 30 second risk checker now: <\/span><a href=\"http:\/\/prostatecanceruk.org\/risk\"><span style=\"font-weight: 400\">prostatecanceruk.org\/risk<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-ZNtlpw 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\/949204870?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>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18288","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"19091","hero_video":"","hero_image":{"ID":18289,"id":18289,"title":"Prostate Cancer UK - Layla 1","filename":"Prostate-Cancer-UK-Layla-1.jpg","filesize":583831,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/prostate-cancer-uk\/a-future-full-of-good-things\/attachment\/prostate-cancer-uk-layla-1","alt":"","author":"64","description":"","caption":"","name":"prostate-cancer-uk-layla-1","status":"inherit","uploaded_to":18288,"date":"2024-05-23 15:12:23","modified":"2024-05-23 15:12:23","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","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\/2024\/05\/Prostate-Cancer-UK-Layla-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"A future full of good things - Prostate Cancer UK and VCCP launch campaign to boost early diagnosis","meta-description":"A future full of good things - Prostate Cancer UK and VCCP launch campaign to boost early diagnosis","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/Prostate-Cancer-UK-Layla-1.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17611,"post_author":"64","post_date":"2023-11-14 17:07:15","post_date_gmt":"2023-11-14 17:07:15","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"884456005\",\"blockId\":\"oMWNA\",\"blockUniqueClass\":\"lazyblock-video-oMWNA\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eUK-based independent environmental charity, \\u003c\/span\\u003e\\u003cb\\u003eKeep Britain Tidy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, has today launched an integrated brand campaign titled \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCigarette Butts are Rubbish\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, in partnership with \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\/span\\u003e\\u003cb\\u003eWavemaker UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eCowry Consulting\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, one of the world\u2019s leading Behavioural Science consultancies.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewas created to stop people dropping cigarette butts, \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich are the \\u003cb\\u003emost littered item in the UK\\u003c\/b\\u003e\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and its approach and creative was informed by research carried out with smokers by Cowry Consulting and \\u003c\/span\\u003e\\u003cb\\u003eVCCP Stoke\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eResearch revealed that although smokers believed littering was a negative behaviour, they didn\u2019t see their cigarette butts as rubbish - innovative research methods were used to identify not only what smokers say, but also how they feel subconsciously. It was this contradiction in thinking and feeling that allowed smokers to feel dropping the occasional cigarette butt was okay. Extensive research and a behavioural literature review also made clear that shaming smokers would result in them switching off to any instruction. It was therefore important to find a way to modify smokers\u2019 behaviour without alienating them. Humour and empathy are proven to be excellent tools to encourage people to dispose of their rubbish correctly. Added to this it was key to campaign success that the messenger chosen to deliver the news was likeable and able to cast judgement while provoking the right emotional response.\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe resulting approach is an omnichannel campaign featuring a duck who casts judgement on a smoker\u2019s behaviour without shaming the individual, allowing them to see the error of their ways. The duck acts as a silent observer, who can in a non-confrontational way point out how smokers wouldn\u2019t dream of littering crisp packets or water bottles, so why on earth would they litter a cigarette butt?\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWavemaker UK is responsible for all media planning and buying for the campaign. Media activations will appear on high-profile AV launch spots across England, Wales, and Scotland to ensure the core message reaches and lands with its target audience. This will include a takeover at the O2 in London and mural in Manchester. Running in parallel will be tactical media communications at key points of action, such as targeted out-of-home (OOH) in high indexing locations as well as audio, podcast sponsorship and social. Further media activations have been devised to illustrate the positive outcome of a \u2018good\u2019 behaviour, including unlocking ad-free content on streaming services and bespoke in-game advertising.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe O2 takeover includes a 2 week behaviour intervention at the O2 arena, serving as an experiment to measure how effective communications can be in reducing the littering of cigarette butts at the O2 Arena. Bespoke campaign materials will be displayed at the O2 Arena, ranging from D\/OOH, to floor decals, posters, duck murals, and queue barriers.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe accompanying PR campaign will be implemented by \\u003c\/span\\u003e\\u003cb\\u003eGood Relations\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and launched with a stunt where a mound of rubbish representing 225,000 butts was installed on Kingston High Street.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlison Ogden-Newton of Keep Britain Tidy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cWe wanted to create advertising that used best in class behavioural science to really speak to our audience, and we are thrilled with the output. Our charming feathered friend delivers an important message to smokers, who do not realise the devastating impact that their litter has on our environment. We are thrilled with the campaign and believe it will have a real impact on what is currently the UK\u2019s most littered item, cigarette butts.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eJim Thornton, Executive Creative Director at \\u003c\/b\\u003e\\u003cb\\u003eVCCP \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded:\\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201c\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs a smoker who believed that littering was anti-social but ciggy butts didn\u2019t count, I am the man in this campaign. (Not literally, obviously. I have more hair\u2026.) But I\u2019m proud to say I have been suitably reformed by the smartness, wittiness and weirdness of Sophie and Miles\u2019 brains, the deftness of Andy Mcleod\u2019s direction\u2026 and a terrifyingly judgy duck. If this campaign doeesn\u2019t work, I will literally eat my fag butts.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eOli Halliwell, Managing Partner at Wavemaker\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said, \u201cThe use of perceived \u2018judgmental\u2019 humour for the \u2018You\u2019re not a litterer\u2019 campaign, is a smart way to provoke behavioural change. However, the final part of the puzzle is to ensure the message lands, and resonates, with the target audience at the most relevant moments in their day-to-day lives. We look forward to seeing the impact that this campaign has on smokers\u2019 behaviour, which will mean fewer cigarette butts on the streets.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today and will run \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003euntil 18th December, with a second phase from 5th February until 11th March.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z2cVHSJ\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z2cVHSJ\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"By pioneering new research techniques to measure the gap between conscious thought and unconscious actions we have created a campaign which is infused with behavioural science learnings and speaks to smokers in a completely different way.\\n\",\"quotee\":\"Raphy March, Chief Design \\u0026amp; Innovation Officer at Cowry Consulting\",\"blockId\":\"2vAl2d\",\"blockUniqueClass\":\"lazyblock-quote-full-width-2vAl2d\"} \/-->","post_title":"Keep Britain Tidy launch behaviour change campaign to stub out littering","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"keep-britain-tidy-launch-behaviour-change-campaign-to-stub-out-littering","to_ping":"","pinged":"","post_modified":"2025-04-08 14:16:37","post_modified_gmt":"2025-04-08 13:16:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17611","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16348,"post_author":"61","post_date":"2023-03-22 09:00:03","post_date_gmt":"2023-03-22 09:00:03","post_content":"<!-- wp:lazyblock\/video {\"video-source\":\"youtube\",\"video-id\":\"srgHzln7bgM\",\"blockId\":\"Z18dSlA\",\"blockUniqueClass\":\"lazyblock-video-Z18dSlA\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor most people on this planet access to water is a given and something they never worry about. It\u2019s not something that they wake up feeling thankful for, but the reality is regardless of anyone\u2019s background everyone relies on it. It allows people to do things every day, such as quench their thirst, and keep clean. It also paves the way for the big things too. No one would be able to fulfil their dreams. Without water, no one would be able to look after their families, pursue their passions, make a living or survive.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis \\u003c\/span\\u003e\\u003cb\\u003eWorld Water Day, Just a Drop, \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eis launching \\u003c\/span\\u003e\\u003cb\\u003eThe Walk To The Well\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e - a campaign to raise awareness of how a human\u2019s potential to achieve in life is limited when they don\u2019t have access to clean water.\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWith the help of global agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the charity has created the longest Twitter thread ever made to emulate the length that people in countries like Kenya, Uganda, Zambia, India, \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eNicaragua\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and Cambodia have to walk every single day, just to get access to water.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn the form of a social media challenge, the campaign will encourage people to do what they do best, scroll. This should come easily as on average people scroll through about 2km of content per day, without even thinking about it and \\u003c\/span\\u003e\\u003cb\\u003eJust a Drop\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e wants to use this behaviour for good.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Twitter thread will tell the story of Ann\u2019s daily walk to collect water and will take people from her house, on a gruelling journey through physical threats and mental struggles to where she collects water. Ann is from Mwingi West in Kenya, one of many communities Just a Drop is helping to\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003egain access to safe clean water.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe thread will take about an hour to properly scroll through, with the intention being that many people won\u2019t be able to complete it. If people decide to give up scrolling, they will simply like the tweet at the point they\u2019ve reached which will trigger an auto-reply showing the distance they\u2019ve walked. Every participant will be encouraged to retweet or \u2018Quote retweet\u2019 their distance, to inspire others into taking our Walk to the Well challenge, too.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo create the film and images \\u003c\/span\\u003e\\u003cb\\u003eJust a Drop\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e \\u003cb\\u003eLondon \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eused a drone to capture Ann\u2019s 9km walk. The photography created is striking with a varied landscape that is accompanied by a beautifully written typographic story, to keep our scroller\u2019s attention.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eVCCP Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has worked with Posterscope and Maxx Media to secure media sites to display the DOOH creative for the campaign which will go live in key conurbations around the UK. The DOOH billboards will feature footage of Ann\u2019s 9km walk and direct people to take on the challenge and donate.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign is also being supported by celebrities including award-winning actor Stanley Tucci, actor and comedian Alexander Armstrong, fashion consultant and TV presenter Gok Wan, singer, Michelle Heaton, wildlife presenter Gordan Buchanan, sailor Tracy Edwards, and presenter Stephen Sackur\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eFiona Jeffery OBE, Founder and Chairman of Just A Drop, said\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cHaving access to clean water can change someone's life, this is why we are working on creating long-term solutions by partnering with communities, supporting and training them. To raise awareness of the work and show how someone\u2019s potential can be limited when their access to water is restricted, we are challenging people to scroll through the longest Twitter thread ever to show how far people need to go. We must all know the value of water.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLaura Muse, Creative Director at VCCP, added\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cIt has been a privilege to work on such an important cause and to draw attention to a crisis that is, unfortunately, worsening while we enjoy ever more convenience. This is the type of work we all get in the industry to make. A simple, beautiful idea that will deliver real change for thousands of people.\\u0022\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eJust a Drop is the challenger among water charities. It is small and operates more sustainably, for longer periods within communities to ensure the charity delivers long-term, real change to the 771 million people that don\u2019t have access to safe drinking water. This is why the charity wanted to create a campaign that goes further than traditional charity storytelling.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign was made possible by #PoweredByTweets, which is an annual Twitter competition that partners with the creative industry to launch ideas for good across the globe. The winning team receives \u00a3100K in Twitter advertising credit and works alongside Twitter to help develop the idea and to make it as successful as possible.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIn October VCCP presented an idea for Just a Drop and went up against Uncommon, Grey, Wieden+Kennedy and Fishawack Health, who all had 15 minutes to sell their idea before a Q\\u0026amp;A to win the prize.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run on social media for a month and will be supported by DOOH, influencers and a PR campaign. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1h2fBe\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1h2fBe\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":16352,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/03\/Just-a-Drop-Walk-To-The-Well-Anna-1024x683.jpeg\" alt=\"\" class=\"wp-image-16352\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"This is the type of work we all get in the industry to make. A simple, beautiful idea that will deliver real change for thousands of people\",\"quotee\":\"Laura Muse, Creative Director at VCCP\",\"blockId\":\"1IeHFU\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1IeHFU\"} \/-->\n\n<!-- wp:paragraph -->\n<p><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:video -->\n<figure class=\"wp-block-video\"><\/figure>\n<!-- \/wp:video -->","post_title":"The Walk To The Well","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-walk-to-the-well","to_ping":"","pinged":"","post_modified":"2023-03-22 09:00:05","post_modified_gmt":"2023-03-22 09:00:05","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=16348","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17339,"post_author":"57","post_date":"2023-09-04 10:01:38","post_date_gmt":"2023-09-04 09:01:38","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"860187582\",\"blockId\":\"KdHQm\",\"blockUniqueClass\":\"lazyblock-video-KdHQm\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTogether, we are the World\u2019s Emergency Responders, The British Red Cross, has today launched a new integrated campaign to shine a light on its humanitarian efforts in the UK and around the world and drive brand consideration among new donors.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe multi-channel campaign, Here for Humanity, was developed in partnership with \\u003c\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to demonstrate the breadth of the response that the Red Cross delivers in 192 countries to disasters and emergencies.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eUtilising authentic footage and photography of responders in action, the campaign showcases differing ways British Red Cross supports individuals and communities, whether in Ukraine helping people suffering the impact of the conflict with Russia, dealing with the aftermath of natural disasters in T\u00fcrkiye and Syria, or flood-devastated communities in the UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThree 30\u201d films combine photography and video footage with text outlining what the Red Cross is there for, all anchored by the charity\u2019s iconic logo. Images show responders delivering medical aid, food and water, transportation and comfort and ending with the message that, for everything Red Cross are here for, they are \u2018Here for Humanity\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDigital assets also use a montage to demonstrate the work undertaken by Red Cross Responders in helping people in a crisis to meet the immediate needs of people affected by disasters and emergencies around the world. The campaign which runs across online video, D\/OOH, press, digital, social and radio also emphasises that help is still needed during ongoing crises in Ukraine as well as relief efforts in T\u00fcrkiye and Syria. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe central message builds on the World\u2019s Emergency Responder positioning which was developed for the British Red Cross by VCCP and has proved successful in creating emotional connection with new donors.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eNatasha Dickinson, Executive Director Strategy and Communications at British Red Cross \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cThe stark images seen in the Here for Humanity Campaign authentically show the Red Cross\u2019 powerful response to crisis around the world.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cThese raw images turn the spotlight onto our responders and the people they help by providing essential medical aid, food and water, transportation and comfort showing that the Red Cross is Here for Humanity.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003ePaul Cohen, Creative Director at VCCP London\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e added: \u201cHere for Humanity best encapsulates the incomparable response the British Red Cross are able to provide. So we decided to get out of the way and evidence it. Using the BRC\u2019s archive alongside news footage and editorial photography, we were able to build an authentic and objective montage to depict exactly what the Red Cross does. Then, like an X that marks the spot, we used the Red Cross which appears on all Responders\u2019 uniforms as a visual hook to highlight that they are literally \u2018here\u2019 in every scene.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe multi-channel campaign will go live today until \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e19th November,\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e media planning and buying has been handled by Havas Media.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1MyodX\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-1MyodX\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"860185859\",\"blockId\":\"Z1cj174\",\"blockUniqueClass\":\"lazyblock-video-Z1cj174\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Here for Humanity best encapsulates the incomparable response the British Red Cross are able to provide.\",\"quotee\":\"Paul Cohen, Creative Director at VCCP London\",\"blockId\":\"Z1jSkL5\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1jSkL5\"} \/-->\n\n<!-- wp:group {\"align\":\"wide\"} -->\n<div class=\"wp-block-group alignwide\"><!-- wp:gallery {\"linkTo\":\"none\"} -->\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped\"><!-- wp:image {\"id\":17358,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/09\/BRC-Press-1-1-800x1024.jpg\" alt=\"\" class=\"wp-image-17358\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:image {\"id\":17360,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/09\/BRC-Social-1-6-1024x1024.jpg\" alt=\"\" class=\"wp-image-17360\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:image {\"id\":17357,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/09\/BRC-Social-2-2-1024x1024.jpg\" alt=\"\" class=\"wp-image-17357\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:image {\"id\":17359,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/09\/BRC-Social-3-2-1024x1024.jpg\" alt=\"\" class=\"wp-image-17359\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:image {\"id\":17361,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/09\/BRC-Social-4-4-1024x1024.jpg\" alt=\"\" class=\"wp-image-17361\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:image {\"id\":17356,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2023\/09\/BRC-Social-5-1-1024x1024.jpg\" alt=\"\" class=\"wp-image-17356\" \/><\/figure>\n<!-- \/wp:image --><\/figure>\n<!-- \/wp:gallery --><\/div>\n<!-- \/wp:group -->","post_title":"Here For Humanity","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"here-for-humanity","to_ping":"","pinged":"","post_modified":"2025-12-05 12:12:38","post_modified_gmt":"2025-12-05 12:12:38","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17339","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/18288","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=18288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}