CAMPAIGN OVERVIEW
Amplifying Voices at the Heart of Government
Unpaid carers often can’t leave home to protest, because they’re looking after someone full time. Carers Trust wanted to stage a Westminster protest on their behalf, demanding a legal right to respite breaks for millions of unpaid carers. The creative idea “Protest From Home” used filmed carers holding placards in their own kitchens and living rooms. Our job was to bring those carers to Parliament Square using seven synchronised Digital Advertising Vans.
Project Goals
- Turn Parliament Square into a moving, high impact protest without carers having to leave the people they care for.
- Put the issue directly in front of MPs, media and tourists.
- Capture enough content to drive national PR and social coverage.
Activation Strategy & Routes
Coordinated Westminster Circulation
- 7 × Digital AdVans, each playing full motion content of carers “protesting from home” with bold supers and calls to action.
- Coordinated loops around:
- Parliament Square
- Whitehall
- Westminster Bridge and surrounding streets
- Parliament Square
- Timed to coincide with a key moment in the parliamentary calendar to maximise visibility.
- All routing and dwell points agreed in advance for sensitivity and safety.
Estimated Unique Reach
Projected Audience Exposure
Based on area footfall and our own benchmarks for 7 ad vans deployments:
90,000 – 180,000 people
Estimated impressions (1 day):
50,000 – 100,000 people
Estimated unique reach:
Content & Reporting
Creative Output & Performance Tracking
- Fleet operations and traffic management for 7 advertising vans in a heavily policed area.
- PR photography and video around Parliament Square, Westminster Bridge and Whitehall.
- Post-campaign wrap including:
- Best photography set for media
- Short social clips
- Summary of estimated impact and routing
- Best photography set for media
Outcome
Powerful Advocacy in Sensitive Locations
The mobile advertising fleet delivered high impact political visibility in a sensitive government environment. The activation generated strong PR ready content and measurable city centre exposure. Digital OOH proved effective as a controlled yet powerful advocacy platform.