Case studies
Pieta's SIGNS of Suicide campaign
Legacy worked with Pieta to increase awareness of its SIGNS of Suicide campaign for a new focused target audience and drive the campaign as a public awareness message to as many as possible.
We used the SIGNS identity & barber hook to create a campaign that brought the SIGNS to life in a relatable, impactful way in a place where young men have a minute to listen in a place where they might hear or see a SIGN
We created a targeted PR campaign that included public relations, social media, and an emotive media partnership with Joe.ie
The campaign reached over 8.5M people
The purpose of the campaign was to increase awareness of the SIGNS of Suicide campaign within the new focused target audience, males 20+. And as a secondary objective drive SIGNS of Suicide campaign as a public awareness message to as many people as possible.
Legacy reimaged the SIGNS of suicide campaign with a new brand identity to appeal to the new, younger target demographic and engaged an authentic and relatable ambassador to head up the campaign. Legacy also ensured the campaign went where young males are, our research indicated that the barbers is emerging as the go-to place for young men who are now their most regular customer.
Legacy used the SIGNS identity and the barbers hook to create a campaign that brought the SIGNS to life in a relatable, impactful way in a place where young men have a minute to listen in a place where they might hear or see a SIGN – we wanted to interrupt them.
We asked the barbers to ‘swap the small talk for the big talk’ through a partnership with Sam’s Barbers, a relevant and relatable ambassador in Aaron J Hart and a targeted PR campaign that included Public Relations, social media, and an emotive media partnership with Joe.ie
Results
The campaign reached 8.5M+
PR reach 7M+
The campaign was supported by two ambassadors (Singer / Songwriter Aaron J Harte and Sam Donnelly, Owner of Sam’s Barbers)
• We gained 33 pieces of organic PR Coverage for Pieta
• Our emotive media partnership with joe.ie reached almost 1.5M
• Best Communications Campaign by a Registered Charity at this year's 2023 Awards for Excellence in Public Relations