Campaign summary
Following on from the success of past advertising campaigns, the primary objective in 2012 remains to recruit suitable candidates from across Scotland to volunteer and serve on their local panel. A mix of press, radio and online media will be used to raise awareness of what it takes to be a Children’s Panel member and drive up recruitment numbers.
This year the ‘Black Holes’ creative route will be introduced for the first time. The campaign shows images of vulnerable children standing beside gaping black holes accompanied by the line ‘could you help her/him before it’s too late?’
This visually impactful route aims to stress the immediate peril that some children find themselves in. The holes themselves symbolize how easily an innocent childhood can become lost through abuse and neglect. This campaign aims to provoke an emotional response to encourage the right kind of people to join the panel and start making a difference to the children who need it most. The adverts will appear in both local and national press.
This year’s radio advertising focuses on the skills required to be an ideal Panel Member. Based on genuine case studies, the advert takes us inside a Children’s Panel hearing. Amongst the protests of emotional parents, the listener is asked if they can hear the most important voice, the child’s. The commercial will run across local and regional radio stations.
The creative work is supported online by ‘Snap Decisions’, an interactive banner ad that demonstrates the open mind needed to become an ideal panel member. This year’s campaign also features a new digital element; online short films which allow the viewer to see through the eyes of a vulnerable child. In three different scenarios the audience can experience a snapshot of the harsh realities that some children have to live through. In line with the press campaign, this use of new media seeks to evoke a gut reaction amongst its viewers. Banner adverts will lead viewers to the videos before taking them directly to the Children’s Panel website.
Finally, there is the short DVD film featuring current panel members talking about the skills and commitment involved in serving on a panel. It’s been designed for use at local recruitment events and a copy is available on the enclosed disc as well as on the campaign site: childrenspanelscotland.org.