At least ten different ideas were tested in focus groups comprising "at risk" mothers throughout the North East, who were usually from low-income households. "Baby" was by far the most successful as nearly all the respondents preferred seeing some sort of child image used in the campaign. It also received strong support from the midwives working with the mothers.
Title: Sarah's Day Out Book
Agency: Saatchi & Saatchi
Creative directors: Dave Droga, Trefor Thomas
Art director: Ian Gabaldoni
Copywriter: Richard Baynham
Board account director: Norma Clarke
Account director: Stephen Corlett
Client brand: Full Stop Campaign
Director of communications: John Grounds
Sarah's Day Out is a children's book for adults which depicts the escalation of physically punishing a child and shows the long-lasting emotional and physical effects. The communication needed to be simple, yet powerful and in a medium parents would be familiar with. A children's book gave the idea added poignancy.
Title: The Getaway A-Z
Agency: Claydon Heeley Jones Mason
Creative directors: Pete Harle, Dave Woods
Art director: Chris Felstead
Copywriter: Gary McNulty
Account manager: Phil Bell
Account director: Laith Clark
Brand: PlayStation 2 - The Getaway
Marketing manager: Alan Duncan
This mailer promoted the release of a London-based gangster game, The Getaway. It generated excitement and can also be used to help players navigate their way around the game.