Devon Air Ambulance
Roles & Responsibilities:
Devon Air Ambulance
The Devon Air Ambulance is a charity dedicated to providing rapid and agile medical services regardless of where you are in Devon, whether it be in the city or in the middle of the moors.
Despite working alongside the NHS, they are actually funded entirely by the public of Devon, and with the pandemic cutting their usual streams of donations, they had to adapt and look at new avenues for fundraising.
My team was brought on board to aid the Devon Air Ambulance in their new Christmas Campaign, producing creative visuals to be used on display-TV panels around key points in the city center of Exeter.
This ongoing project involves a collaboration between creatives and strategists from the UK and Canada, bringing together a myriad of diverse backgrounds such as advertising, psychology, and business management.
How can we get passers-by to text-donate £3 within a 10-second display TV advert?
As we were brought on board later into the campaign process, we were provided with the advertising medium before the audience. Our challenge was to figure out a way to maximize the opportunity that these display TVs had and to somehow catch a passer-by's attention to deliver the intended message.
With the key requirements in mind, we recognized that our first priority was to identify the ideal audience to target with these advertisements. However, there was no data available by the display TV providers, meaning that we were initially left in the dark about engagement levels and the demographic of people seeing these adverts.
Identifying the target audience
To identify the target audience and measure their attitudes towards display TV advertising, we curated a list of open-ended questions that would allow us to draw meaningful insights. We first brainstormed an exhaustive list of questions that we would want to ask, and then narrowed them to a list of 13 questions. These questions ensured that we would get a good idea of the public's attitudes towards charities and advertisements, such as when they donate and what types of adverts stand out to them the most.
A psychology background was especially useful, and we brought on board a quantitative psychologist with over 20 years of experience to consult on the wording of the questions.
Key insights: qualitative research
With the primary qualitative research conducted, we were able to gather some meaningful insights. For example, we identified that people tend to actually donate to a charity in their own time after seeing the advert, instead of donating on the spot. This indicated to us that despite having a text-donate CTA, we would need to also signpost people to easily access the web donation information in their own time.
Secondary research has also revealed that despite the pandemic, the general UK public's trust in charities have actually increased since 2020. This indicated to us that we needed to make it very clear that the advert was for a charitable organization and one that is entirely funded by the public.
DESIGN PROCESS (IN PROGRESS)
Using a digital brainstorming platform like Miro enabled my team to collaborate, despite being scattered across three timezones in the UK and Canada. Our brainstorms took key guidelines from the client brief and insights from our primary and secondary research to heart, and using a modified version of the brainwriting method, came up with a number of advertising ideas. Active collaboration with the Devon Air Ambulance allowed us to efficiently receive feedback for our work.
The biggest challenge and benefit was the complete creative freedom given to my role. The lack of pre-existing strategies or plans for marketing was a unique opportunity for me to try something new and to challenge the status quo of the way media was handled at the University of Exeter.
These conditions made it necessary to conduct in-depth research to better gauge how to set a foundation for Student Sport in the coming years.