A cinema-advertising campaign for the Peter McVerry Trust has contributed to a 12.5% increase in awareness of the charity. Furthermore, donations have increased by 30% year-on-year, much of which the charity attributes to the cinema campaign. The campaign, which ran from 7th October to 17thNovember, was the result of Havas creative duo Ronan Jennings and Laura Halpin winning the Wide Eye Media-sponsored Film section of the Young Lions competition.
Before the campaign aired, awareness of the Peter McVerry Trust was 32% among all adults, according to pro-bono research conducted by Kantar Millward Brown on behalf of Wide Eye Media. 6 weeks later, awareness had risen to 36%, an increase of 12.5% or 4 percentage points. The balance of awareness between men and women shifted in this time from 49:51 Male:Female to 53% Male 47% Female. Awareness among men increased from 32% to 39%. The highest levels of awareness were among ABC1 Males aged 45+ at 70%.
Awareness among 25 – 34 year olds increased by a third, growing from 21% to 28%. More affluent respondents’ awareness of PMVT grew by a quarter, up from 36% to 45%.
The cinema ad was the result of a competition-winning script. Ronan Jennings and Laura Halpin, both of Havas Dublin, entered the IAPI Young Lions competition in February 2016. Their script, These Little Things, won the Wide Eye Media-sponsored Film section. It made history by being the first Irish Young Lions winner to be made into a national campaign. The 60-second ad is a result of production company Pull the Trigger, acclaimed director Kieron J Walsh, Oscar-nominated filmmaker Lenny Abrahamson, Wide Eye Media, IAPI, Havas Dublin and Screen Scene all working pro bono. The value of the advertising and work done on it is estimated at €350,000.
Francis Doherty, Head of Communications at Peter McVerry Trust, said, “This campaign has resulted in an unprecedented reach for the charity and we have received a significant amount of positive feedback from existing and new donors. What this ad allows us to do is connect with a younger audience with an appropriate and incredibly timely message, given the shape of the current homelessness emergency.”
These Little Things was screened in 72 cinemas nationwide. View the ad and a behind-the-scenes video of the launch below.
These Little Things
Behind-the-scenes of the 'These Little Things' Cinema Launch