Summary
Electica partnered with Dignity in Dying on an ambitious campaign to help pressure MPs and Ministers to vote for the Assisted Dying bill in the Winter of 2024.
The campaign aimed to share personal stories of those affected by the legislation, to prove both the public support and urgency of the issue.
The campaign ran on Programmatic channels, with creatives focussed on persuading MPs to turn up to the debate and vote for Kim Leadbeater MP’s Private Members Bill. The campaign also grew and deepened awareness of the campaign with the general public, by placing highly strategic ads in popular sites to follow audiences across the internet.
Strategy
With a focus on convincing MPs to vote in favour of the bill, the campaign ran on Programmatic video and display. The campaign targeted Westminster including MPs and their staff, as well as the general public in England and Wales.
The main objectives were to:
- Persuade MPs to turn up to the debate, and vote in favour of the bill.
- Help grow and deepen awareness of the campaign by proving to the public that they are not alone in their support.
To do this, we utilised Programmatic capabilities to precisely target Westminster, and the public:
Geofencing key decision makers
- Summary: We targeted key decision makers in areas around Westminster and the Houses of Parliament with location-based ads to achieve high frequency to really hammer the message home.
Inclusion Lists
- Summary: We ensured Dignity in Dyings ads appeared on an ‘inclusion list’ of trusted, high-traffic websites all across England and Wales to generate a huge uptick in awareness of the campaign. We also utilised ‘keyword’ capabilities, and in so doing were able to exclude keywords from the campaign to ensure ads did not run alongside content which would have been insensitive and inappropriate, such as ‘disability rights’ and ‘mental health’.
Performance
- The campaign secured:
- Over half a million impressions
- Over 150k completed video views, with an above benchmark video-completion rate
- Delivered ads on high traffic, popular websites, and across websites in just Westminster, to try to ensure as many MPs and staffers saw them as possible
- Most importantly, the bill passed its first reading!
