AOP : Who’s got your back?
We produced this campaign for the AOP (Association Of Optometrists) to help confirm their role as the ‘first and best port of call’ for members who require legal advice, and to encourage the recruitment of new members by showing them the value of the AOP's legal service.
The messaging and tone needed to be hard hitting and honest about the issues and potential consequences of not having AOP support.
From the brief we developed a concept for a campaign that could continue to grow as more case studies were added.
The films are real member’s stories of cases they have faced and issues that have had a huge impact on their lives.
For legal reasons the members had to remain anonymous, so we filmed them in a silhouette style and changed their voices in post production.
Alongside the films we provided digital assets to support the campaign both online and in print.
The multichannel distribution was highly targeted and included included member emails, targeted Facebook adverts, tweets, spreads in the member magazine and an industry magazine and an animated short on the AOP website.
After the first two months of the campaign, the total views of the video across all channels stood at 14k
Of the two thousand viewers who watched the case studies on the client’s website in the first weeks of the campaign, the average viewing time was almost 3 minutes; a considerable success.
'Who’s got your back’ was well received by the AOP and members and the campaign was extended.