We’re Finalists at the Drum Awards – Digital Advertising in 2021
We’re excited to announce our work with Army Communications and the Army E-Sports team has been shortlisted for two Drum Digital Advertising Awards, Public Sector and Best Use of Gaming.
The project was a joint mission between Army Communications, the Army E-Sports team, Army Mental Health and Wellbeing team and BFBS Creative to tackle increased isolation of soldiers cause by COVID-19.
The Campaign
The British Army were concerned that soldiers deployed, isolating or separated from their families during COVID would be at risk from loneliness or mental health issues. The aims of the campaign were simple:
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Increase access to mental health resources
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Promote soldier interactions
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Encourage soldiers to speak out about mental health concerns
The Solution
We teamed up with Army E-Sports and used their Discord server to soldiers could chat, relax and play games with each other in absence of traditional socialising. To prevent soldiers from thinking work was interfering with their holiday – we limited Army branding and let them do their thing.
We produced messaging across print, digital, radio and owned channels to support events on Army Esports’ Twitch channel and Discord server.
The Results
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Within two weeks across Christmas the Army E-Sports team upped their membership from 1,170 to 2,412 users.
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Over 9,000 people engaged with Army Mental Health resources over the campaign.
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We tracked a dramatic shift in sentiment on Army mental health messaging
We’d like to give a special thank you to all the soldiers who were willing to bravely speak out about their struggles, your stories were fundamental to the success of this campaign.
The winners will be announced on Thursday 25th March at 1600 via a live online ceremony. The ceremony is part of the annual Digital Transformation Festival. There are no limits on the numbers of people allowed to join in, so please share it with your team and register in advance here.