Case Study 04 / Carers Trust

Carers Trust
“Protest From Home”
Turning Vans Into A
Parliament Square Protest

Unpaid carers can’t always leave the people they look after. So Carers Trust brought their protest to Westminster for them: seven synchronised Digital AdVans carrying carers’ voices to Parliament Square.

01 / 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.

Summary

Client

Carers Trust (with Uncommon Creative Studio)

Location

Parliament Square & Westminster, London

Format

7 × Digital AdVans

Time Period

1-day activation

Estimated Impact

90,000 - 180,000 impressions
50,000 - 100,000 unique reach

Van advertising for Carers Trust using Monster digital ad van as part of mobile billboards campaign

Carers Trust Protest From Home Digital AdVan outside Parliament

02 / Project Goals

A Protest Without Placards on the Ground

01
Turn Parliament Square into a moving, high impact protest without carers having to leave the people they care for.
02
Put the issue directly in front of MPs, media and tourists.
03
Capture enough content to drive national PR and social coverage.

03 / 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 the surrounding streets.
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.

04 / Estimated Unique Reach

Projected Audience Exposure

Estimated Ranges

Based on area footfall and our own benchmarks for seven van deployments:

90,000 - 180,000

People, estimated impressions (1 day)

50,000 - 100,000

People, estimated unique reach

Seven synchronised Carers Trust Digital AdVans circling Parliament Square

05 / Content & Reporting

Creative Output & Performance Tracking

Fleet operations and traffic management for seven advertising vans in a heavily policed area.
PR photography and video around Parliament Square, Westminster Bridge and Whitehall.
Post-campaign wrap: the best photography set for media, short social clips, and a summary of estimated impact and routing.

06 / 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, and digital OOH proved itself as a controlled yet powerful advocacy platform.