Simplifying legal information and making it accessible to multicultural Victorians.
Deliverables
Audio
Campaign assets
Video
Digital advertising
Press Advertising
Social tiles
Understanding the law and legal system can be difficult. There is a mix of complex language and processes that can confuse the average person before they ever have the chance to ask for legal help or representation.
Brief
Understanding the law and legal system can be difficult. There is a mix of complex language and processes that can confuse the average person before they ever have the chance to ask for legal help or representation.
The Victorian Legal Services Board and Commissioner’s Public Trust and Confidence in Lawyers campaign was about simplifying that information and making it accessible to multicultural Victorians.
Think HQ and CultureVerse teamed up with the VLSB+C to create bespoke and engaging content for paid media distribution while also coordinating community engagement to further the campaign reach.
Execution
At the core, all creative development was led by the need for accessible information able to reach the largest possible audience. In close collaboration with VLSB+C, we developed, produced and distributed a stunning Hero campaign video that spoke to the heart of the campaign message.
To support and extend the reach of the paid media campaign we developed in-language resources for key audiences as well as materials to distribute to a variety of multicultural stakeholders across social media, radio and email.
Outcome
The results showcased perfectly how high impact can be achieved when Creative is developed with an understanding of the audience’s needs. Some of our stand-out results include:
- Production and dispatch of bespoke paid media content both in English and in language.
- Viral reach garnering more than 31 million digital impressions.
- The below-the-line campaign extension creating assets for distribution to multicultural audiences that had expressed a need for more information on legal systems.
- 183 radio features in tandem with 18 press inserts across various publications.
- 73% downloads of all campaign assets.
- A combined email open rate across all recipients that exceeded the standard government benchmark.
- Anecdotal feedback from community stakeholders speaking to the relevance of materials to each respective community.
