Groundwork logo

The Brief

Groundwork UK, a charity specialising in urban regeneration, wished to celebrate their 30 year anniversary with a campaign to raise awareness of its work. Groundwork needed to attract new supporters and this involved a change in strategy to target the whole of the UK. 

The Work

Operation Groundwork was born. This ongoing campaign is designed to translate effectively cross-channel and to engage a variety of demographics through media format and channel choice. We developed a unified experience on and offline, encompassing video, dedicated microsite, event and print collateral. All collateral needed to clearly and succinctly communicate the benefits of Groundwork's activity in an engaging, visually striking way. 

Central to the campaign site's arresting quality is a high-quality animation that draws the viewer into the Groundwork UK world. The animation is a story in itself and as such sits both within the campaign site and the YouTube channel. The digital properties supportedd the RHS show season through the use of resources from the animation to the website. This worked extremely well in the bustling environment of the RHS Chelsea Show. 

The Results

A measure of reach was placed on the charity's social media presence, with a call to action to follow them on both Facebook and Twitter, giving an indication of awareness and interest from campaign activity. 

The charity can now boast over 15,000 Twitter followers, with approx. 7,000 being gained over the course of the activity. Over on Facebook, the charity was averaging 29 likes per day but this rose to over 160 per day during activity.

  • 15,000 Twitter followers
  • 451% increase in Facebook likes