Shocking can be effective. One Last Breath was deployed with the strategy to engage people with a hard-hitting creative to gain maximum engagement. The desired result: to save lives.

We deployed Dwr Cymru’s hard-hitting 2D and 3D films, using a combination of Facebook and YouTube, and an impactful radio advert to gain huge exposure for their important message.

The target audience, established through Dwr Cymru’s research into reservoir safety, were identified as young people between the ages of 17 and 35, with the majority being male.

We therefore used Radio to great effect by selecting stations with the desired age demographic in areas where there was a high density of incidents at
reservoirs in previous years.

We achieved 267,580 impacts for Dwr Cymru’s message in this way.

We reached 477,883 people with the videos on Facebook, which was 86.7% of the total target audience. And a further 130,330 watched the video on YouTube.

We also used digital media most often engaged with by this audience group. Facebook and YouTube were the obvious choice as the most active users are aged 18 – 49 (over 80% of this age group use facebook). While over half of YouTube users are aged between 18 and 35 with over 70% being male.

One of the strengths of advertising on social media is the propensity for audiences to comment, share and engage with adverts. This can increase the reach of the content (at zero cost) and promotes conversation around your promoted topic. It was an incredibly effective aspect of the campaign for One Last Breath as the powerful message prompted a lot of natural engagement amongst audiences so the reach extended even further than anticipated. A further 456,119 people were reached this way, almost doubling the total reach of the adverts at no cost to Dwr Cymru. Having a strong, visceral creative offering, like the 3D video, promotes a lot of conversation amongst the audience, a vital component of a campaign such as this. Once again social media is the ideal place to create dialogue about important issues and Dwr Cymru’s adverts did just that.

Having a strong, visceral creative offering, like the 3D video, promotes a lot of conversation amongst the audience – a vital component of a campaign such as this.

Campaign Awards

CIM: Best Use of Creative
CIM Winner: Best Use of Digital Marketing
CIPR Gold: Best Not For Profit Campaign
CIPR Gold: Best Use of Digital
DRUM CREAM Award: Best Low Budget Campaign