Work that matters
Working with Newcastle and Gateshead authorities, we created a multi-year, through-the-line campaign to raise awareness to the Newcastle Clean Air Zone. This was a broad-reaching, multi-channel campaign launched with a phased roll-out across local TV, Radio, Press, Outdoor and Social Media.
We developed an overarching media plan and campaign identity to help raise awareness to local people and deliver specific targeted messaging to those most affected.
The Clear Air Zone (or CAZ) campaign was launched locally in 2022 and later rolled out over a wider geographic area (within the North East) in early 2023 when the zone came into effect.
For each phase of the campaign, we adopted a flexible approach where creative and messaging was assessed, reviewed and evolved based on feedback from key stakeholders (internally across both local authorities, and externally with particular focus on those who were impacted the most).
The Clean Air Zone Campaign delivered outstanding over-targets across all digital channels including TV, radio and online press and high recognition through use of a hyper-targeted outdoor campaign both locally and further afield.
It was independently reviewed and commended by Defra for campaign effectiveness.
