#FLASHBACKFRIDAY: CREATING CHANGE FOR TIME TO CHANGE.
As The Creative Shootout blasts into its fifth year, we wanted to showcase just how impactful one of the incredible campaigns has been (and hopefully inspire creative agencies everywhere to take the challenge and enter the awards this year!).
The UK’s first ever ‘real time’ creative awards annually calls on the UK’s leading agencies, be they digital, advertising, events, social or PR to show off their creative clout for a cause that needs bold solutions.
In 2018, two-time reigning champions Mischief triumphed at the Live Final and went on to work with Charity Of The Year, Time To Change, to bring to life their winning creative campaign – Right Time, Any Place – for Time to Talk Day, flipping the age-old excuse of “it’s not the time or the place”.
At the centre of the campaign lay a simple message: have a conversation, anywhere. Mischief worked with Time To Change closely and brought advertising, social and PR together, resulting in thousands of conversations on the day, being held in all kinds of places. Supporters across the UK held conversations from the tops of mountains, railway stations, running clubs and skate parks.
So, what did it really achieve? First up, absolutely tonnes of coverage. We’re talking the likes of Sky News, Metro, MailOnline and BBC News to name a few.
Then, the celebrity involvement came in, in the form of the Prime Minister, Stephen Fry, Fearne Cotton, Zoella and many more – whilst hundreds of companies, organisations and schools also got involved, urging others to take the time to talk.
On social, #TimeToTalk was the no.1 Twitter trend from 8am – 6pm, and saw 114k uses of the hashtag (including RTs), whilst Instagram garnered over 3.5K mentions. In total, social media resulted in potential impressions of 171m.
But most importantly, more people felt able to talk about mental health after Time To Talk Day (87%), and more people were inspired to take part in Time To Talk Day for the first time (57%). It made a colossal difference to real people.
Since then, the inspiring work from Mischief has gone on to scoop more awards, gaining the agency and Time to Change even more notoriety (as well as winning from The Creative Shootout 2017, of course!).
So, with such an impactful campaign being created from just 4 hours work at the Creative Shootout Live Final, it goes to show that real creativity can be fast (assuming you’ve got a great agency on the case!).
If this has inspired you to enter this year’s Creative Shootout awards, click here. Fame and a £10,000 prize favours the brave, plus it’s the most brilliant way of getting your creative teams match fit in early 2020!
The Creative Shootout 2020 has partnered with Crisis as its Charity Of The Year 2020 and is open to any marketing agency in the UK until 5pm on Friday 29th November 2019. Advertising, PR, Digital, Social, Content, Experiential, Promotional – or Integrated. You’re all invited. Enter here.
For more information, interviews or pictures on The 2020 Creative Shootout:
Erin Dodds or Flora Hamilton – 020 7758 3900