Best Association Communications Campaign
Accountancy Europe – Digital Day 2018
The digital age needs digital services.
The accountancy sector has an old-fashioned image as a number crunching profession. However, technology and digitalisation are already transforming the role that accountants play. Digital Day was an ongoing campaign to encourage accountants to embrace change and use technology to provide better services to clients. It also re-branded the profession as advisers that can offer 360° financial support, making technology work for people.
With Digital Day, we wanted to show people inside and around the profession the vibrant role that accountants can play when they partner with technology to become a valued part of the companies they engage with. Accountants can also help the EU realise many of its goals in the areas of transparency and sustainable finance.
The European Chemical Industry Council (Cefic) – ChemistryCan campaign
ChemistryCan is a campaign to position the European chemical industry as a solution provider for a low-carbon, resource efficient circular economy. The campaign seeks to help one of Cefic’s advocacy goals, which is to position itself as a climate-friendly organization that wants to play an active part in creating a more sustainable economy in Europe. The main challenge was to communicate the industry’s achievements in a simple and non-scientific context and create messages that would resonate with a non-expert audience and will not require too much effort to process. This has been achieved by moving away, where possible, from the policy jargon such as ‘energy efficiency’, ‘circular economy’ and replacing it with visuals representing concrete objects that people use/see every day – a warm bath, wind turbine, carpet etc. Our content distribution strategy was to target our audience (EU policymakers living or traveling to Brussels) exactly where they are – Brussels metro, Brussels Airlines flights etc. We also used paid promotion on social media to reach this group of people by successfully using the audience targeting by location, interests, keywords, and profession we maximized our chances of delivering the content to the right people at the right time.
European Heat Pump Association (EHPA) – I Love Heat Pumps
Some years ago, we realised that it became more and more difficult to reach our defined target groups via facts and technical communication. While ticking all the boxes of Europe’s climate and energy targets, heat pumps still faced difficult to understand resistance.
In an attempt to overcome these limitations, we decided a new approach. Instead of fact based convincing, we created a multi-year campaign aimed at providing a positive “gut feeling” towards heat pump technologies. The overarching goal of the campaign steps was to wrap the factual benefits of heat pump technologies into an envelope of emotion and executing this approach from different angles, using the effects of repetition and recognition to create anchor points for positive acknowledgement. The different campaign phases addressed a range of stakeholders starting with members of the European Parliament (MEPs), continuing via a wider audience interested in EU sustainable energy issues (Sustainable Energy Week), concluding with a focus on EU mayors. Representatives of the EU Commission and the Council were also targeted in the action. Our goal was to make heat pumps appealing on the emotional level, to make them easy to like, and their advantages to be remembered.
International Federation of Podiatrists (FIP-IFP)– First International Podiatry Day
International Podiatry Day (IPD) is the global awareness Campaign which aims to spread the word about the importance of foot health. Celebrated for the first time on the 8th of October, International Podiatry Day wants to become the biggest event focused on foot health around the world and the greatest effort to raise awareness on Podiatry both with the general public, other health professions and government health officials about the impact and the dangers of foot and ankle ailments.
The International Federation of Podiatrist is a one person managed association that organised a global campaign without the support of an agency but with astonishing results. The global podiatry community embraced International Podiatry Day and showed the world how proud they are of their profession. The Federation choose to create a large-scope digital and social media campaign and relied on the good-will of the ambassadors to further spread the word and thus involve the global podiatry community and related professions.
Liquid Gas Europe – The European LPG Association – Vision for the Future
The European LPG Association developped in 2018 its campaign “Vision for the Future”. It consisted of various actions including a new name (Liquid Gas Europe), new website, and a document establishing the industry’s vision for the future. It highlighted the Association’s historical contributions as it celebrated its 50th anniversary. But it focused on the future and the role that LPG will play, especially as bio-LPG enters the European markets. This campaign ran for the duration of the year and positioned LPG as the flexible and convenient alternative fuel that can support the European Institutions in their efforts of decarbonising the European economy. LPG, – the smart alternative, everywhere you need it.
The European Federation of Corrugated Board Manufacturers (FEFCO) – Recycling Champion
The European Federation of Corrugated Board Manufacturers (FEFCO) has been representing the interests of Europe’s Corrugated Board industry since 1952, including by lobbying European Institutions.
In January 2018, the EU Commission adopted the first-ever Europe-wide strategy on plastics. FEFCO saw a perfect opportunity to leverage the growing discussion on waste management to position corrugated packaging as a model for the Circular Economy among EU policymakers. The resulting ‘Circular by Nature’ campaign also promotes the importance of corrugated packaging to the retail industry and brand owners, and builds consumers’ understanding of the benefits of corrugated.
The campaign website (www.fefco.org/circular-by-nature) connects target audiences through the creative use of social media. It positions corrugated as ‘Champion of the Circular Economy’, explaining how corrugated is the natural bio-based and biodegradable alternative to fossil-based products.
Building on the successful formula established in 2017, FEFCO took a smart approach to publishing materials. Its dedicated multi-channel activation strategy leverages the web, social media and traditional print media. The mix of online and offline activities has generated results that go well beyond campaign objectives: the ‘Circular by Nature’ campaign has, to date, received a total of 7.2 million impressions among EU, Circular Economy and Retail audiences.