Client: Good Things Foundation
Services: Strategy, Video, Design, Social Media

Good Things Foundation wanted a series of videos that would help reduce parental conflict. The films were to be released across social – as well as hundreds of learning centres in the UK – with the aim to target as wide an audience as possible.

The dramatic videos had to depict real-life situations and use Behaviour Modelling Training (BMT), an innovative, proven method of reducing conflict.

Working with charity, One Plus One and the Department for Work and Pensions, we developed ideas and tested content with user groups across the UK. Participants helped co-design the videos and test the effectiveness of the campaign.

Watch all the videos on the See It Differently campaign website.

The Challenge

We were challenged to create and deliver concepts that would incorporate the BMT method and collect feedback from user groups. We also had to consider how best to engage a broad audience on social.

The videos and campaign needed needed to:

  • engage parents online in the spaces they already use

  • help parents identify conflict as an issue and recognise its impact on children

  • introduce and teach skills to resolve conflict more effectively

  • encourage parents to access further support if necessary.

Our thinking

The videos needed to work across social platforms and create intrigue or mystery. We knew that positioning them as learning materials would be unlikely to produce good results. The videos would be advertised directly to the audience on social where people don’t normally view this kind of content.

We worked with Good Things Foundation and One Plus One on three learning phases to ensure the final scripts, marketing concepts and videos worked for the target audience. 

We presented different styles and scenarios to our user groups, who went through the testing process with us and steered the content of the videos. We created four films based on different scenarios.

Working with photographer Nick Eagle, we produced a series of portraits of the characters in the videos. It was important to further raise the campaign’s profile both online and offline. The shots are eye catching and stand out in learning centres, doctors’ surgeries and other communal areas.

We used the advertising budget available to deliver a paid media strategy targeting new audiences on YouTube, Facebook and Instagram.

The campaign will run for a number of months in early 2020 and we look forward to sharing the results.

“OD have been committed, supportive, enthusiastic and honest from the very beginning. We have been impressed by the interest they have shown in understanding our target audience, the creativity of their ideas and the high quality of the final output. We are so pleased with what OD have produced for our campaign and their willingness to work with us iteratively - trying things, getting feedback and going back to the drawing board where necessary. The videos, posters and social media assets are absolutely fantastic, showing OD have fully understood our funders’ objectives and taken the voices of the people we are trying to reach and turned them into engaging, powerful and relatable content. ”

Social Media assets

Instagram story images

Instagram story video edit