#COMMUNICATELENS: 16TH JANUARY
Here’s our pick of the latest in video communications from empowered women to ever more threatened turtles. For more from #CommunicateLens, follow @Communicatemag
Sport England has marked the fifth anniversary of its 'This Girl Can' campaign with a new video that aims to show the reality of women being active. It celebrates active women who are exercising no matter how they look, how well they do it or how sweaty they get. Sport England research shows that fear of judgement, a lack of confidence and time constraints are among the practical and emotional pressures that stop many women from being as active as they would like. Lisa O’Keefe, Sport England director of insight, said: “Since we launched five years ago, we're seeing more relatable images in advertising and social media, but there's a long way to go until women's lives are being shown in a realistic way. We've designed the new adverts to show things we're still not seeing - women using exercise to manage period symptoms or juggling motherhood - all while celebrating women of all shapes, sizes, abilities and backgrounds.”
The National Trust has launched a year-long campaign to celebrate its 125th anniversary. The ad, created by Wieden + Kennedy, aims to inspire and connect people to their natural environment, and invokes the words of National Trust co-founder Octavia Hill: “We all want quiet. We all want beauty. We all need space.” In a short film, we see the noisy hustle and bustle of city life compared with the peace and tranquillity of the countryside. The campaign is running across online, social and print, including cover wraps for national newspapers. A series of shorter films will be launched later in the year.
Insurance specialist AXA has taken an unusual approach to its latest campaign. “Reflections” is what it calls a social experience. Created by Publicis Conseil, the campaign takes the angle that self-belief is at the start of every journey in life, and shows six people with different backgrounds, who want change in their lives but are afraid to talk about it to their loved ones for fear of rejection. The video shows the participants talking to a mirror to explain their doubts and fears, but in a twist, their loved ones are on the other side. AXA wants to deliver the message that people should have faith in their goals, knowing that their partner, AXA, would help them every step of the way. The video forms part of a global integrated campaign across 16 markets over 12 months in the UK and Europe, Asia and Latin America.
Greenpeace has teamed up with Wallace & Gromit creator Aardman to launch an animated film highlighting the plight of the world’s oceans. Turtle Journey tells the story of a family of turtles heading home through an ocean that is under increasing pressure from climate change, plastic pollution, oil drilling and overfishing. The characters are voiced by Oscar winners Olivia Colman and Dame Helen Mirren, along with Game of Thrones’ Bella Ramsey, Stranger Things’ David Harbour, Downton Abbey’s Jim Carter and comedian Ahir Shah. Turtle Journey ends with a call to action, urging viewers to sign Greenpeace’s petition calling for a Global Ocean Treaty. Louisa Casson, oceans campaigner at Greenpeace UK, said: “Our oceans are in crisis, with six out of seven sea turtle species threatened with extinction. Aardman's global popularity and distinctive blend of humour and emotion can bring this message to people around the world, spurring bold action to protect the oceans.”