We were delighted to receive the Bronze awards in two categories - Best PR Led Creative Idea (Campaign) and Best PR/Social to Influence Positive Change (Campaign).
In a poignant initiative, we highlighted the statistic that 687 tradespeople die by suicide each year - four times the national average. This was creatively represented through a 12-metre-tall mural made from high-visibility vests, symbolizing each lost life, displayed on a construction site on Tottenham Court Road, in the heart of London’s West End. The campaign went viral, and was covered by The One Show, The Guardian, The Evening Standard, and On the Tools. On social media, the campaign reached 49 million people, with 103,000 shares, and over 40,000 likes. Videos associated with the campaign totalled over 420,000 views.
The campaign’s success also significantly boosted IronmongeryDirect’s online presence, driving a 533% increase in year-on-year web traffic. The project’s data-driven report, which featured findings from a comprehensive survey of UK tradespeople, became the top Google search result for "tradespeople mental health", attracting over 6,000 visits.
The campaign was brought to life by teams from all over Jaywing. Having been conceived in the creative team by Matt Eastwood, Dan Madden, Will Heldt and Ellie Evans, the campaign was executed by Organic Media, with Jamie Crane, Lulu Lorente Carr, Karolina Drozdowska, Joel Lodge, Katie Lionheart, and Joni Jones taking the reins.
Charlie Carlton, then Managing Director at IronmongeryDirect and ElectricalDirect, praised the campaign's impact: "For over three years, Jaywing has been an invaluable partner, working alongside us to shed light on the crucial issue of mental health in the construction industry. We're delighted with what the campaign has achieved, and by working together, we have succeeded in not only sparking vital conversations among tradespeople, but also solidifying our business as a trusted source for mental health information and advice in the trade."
Jaywing’s innovative approach included the use of econometrics to measure the commercial impact of their PR efforts. This cutting-edge methodology helped us prove that the campaign drove thousands of visitors to IronmongeryDirect’s site and contributed to revenue growth, underlining Jaywing’s commitment to leading the industry through technological innovation.
Catherine Kelly, Managing Director at Jaywing, reflected on the campaign’s success: "This campaign and these award wins show the transformative impact achievable even on a limited budget. We are incredibly proud to have unveiled industry challenges, ignited meaningful conversations, and fostered remarkable organic and commercial growth for IronmongeryDirect with our resourceful approach."
The Creative Circle Awards were judged by a panel of ten, all of whom acknowledged the creative and impactful nature of the initiative.
