Last June, we had the pleasure of working with five talented Ulster University students to create, develop and deliver a new campaign in partnership with PANI.
Each year, students from the University’s Communications, Advertising & Marketing and BDes Hons Graphic Design & Illustration courses collaboratewith local advertising agencies, with staff providing mentorship and direction on a charity advertising campaign.
After a briefing from the chosen charity, The Welcome Organisation, we began to work with the students, researching the topic and inspiring them to come up with a creative solution. They considered the competitor market, and delved into common perceptions of homelessness and how they could impact a campaign. It was agreed that, due to the vast remit the charity covers, the focus shouldn’t be on guilt and the negative effects of homelessness – instead, we wanted to celebrate the amazing work that The Welcome Organisation does, showcasing their warmth and the positive impact which they have on individuals each and every day.
From our creative sessions, the concept of ‘Welcome,from street to home’ was born, playing on the identity of the organisation as well as their open-hearted andhospitable nature. Using an iconic image of a welcome mat placed on the street, the artwork encompassed the work which the charity do from their drop-in centre, street outreach programme, crisis accommodation andtheir Welcome Home service.
To support the outdoor executions and give the students a completely new experience, we worked with Ka-Boom to record a radio advertisement.
This allowed the group to develop their copywriting skills, see the behind the scenes of a studio and act asvoiceover artists for part of the campaign.
The PANI scheme gave the students an insight into agency life, whilst providing our people with the opportunity to work with the next generation of marketeers. After weeks of working together, we were delighted to hear that Team Ardmore’s campaign had won! The students now get to see their work go live thanks to the donation of media by Clear Channel, Prime Site and The Bauer Group.