Client: CABA
Drop the Pressure campaign
Our insights for CABA, the charity supporting chartered accountants’ wellbeing, showed not only that the accountancy profession has one of the highest proportions of stressed employees, but also that it’s the trainees who are bearing the brunt of this rising mental wellness crisis. The problem, however, was that young accountants weren’t engaging with the charity for support during a time they were likely to need them the most. So, a disruptive campaign, including an event activation that was supported by a research study and a social media campaign, was put into works.
Pitching up in Canary Wharf with a pop-up
In November 2019, ‘The Venting Machine’, a sound-proof booth that encouraged passers-by to ‘let off steam’ and share the sources of their stress and air their frustrations with an interactive screen, was assembled in Canary Wharf. Each participant had 10-seconds inside, and on their way out were given a free coffee, and the opportunity to speak to one of CABA’S trained counsellors. They were also given a branded wellbeing guide and the chance to win gift vouchers to spend at nearby retailers.
Sharing is caring with wider storytelling
Accountants are not only to be found walking through Canary Wharf in London, so in order to reach this younger target audience across the whole of the UK, it was important to share key messages of the campaign in owned and earned channels too. Research conducted with 2000 consumers formed a news story for media outreach with the headline ‘4 in 10 employees reach breaking point at work’ leading the way. And, a week of dedicated campaign posts were published on Facebook, LinkedIn and Instagram to engage the audience in the initiative on the social channels they actually use every day.
The results boiled over
91 pieces
of coverage in National trade media
+115%
post engagement on Linkedin
(+44% reach growth)
+51%
post engagement on facebook
(42% reach growth)
IF YOU’RE INTERESTED IN WORKING WITH US ON YOUR OWN CAMPAIGN, GET IN TOUCH: HELLO@WEAREBOTTLE.COM