Changing lives through content

In 2023, Think set out to do something no other content agency had done before: unite B2C and B2B membership organisations from across the UK in a campaign to change lives.

Cadent Gas secured government funding to promote the Priority Services Register (PSR) – a free service that enables utility companies to prioritise people with additional needs. Part of the problem with the uptake of PSR registrations is the stigma around ‘vulnerability’. Through our clients, we aimed to change that.

With the campaign results already outperforming plans, we’ve smashed our target of two million impressions in year one, hitting 23.2 million and reaching 9.9 million people.

• The campaign is up 1,000% vs the original impressions target for the year.

• Our Facebook and LinkedIn ‘Refer a friend to the PSR’ mini campaign gathered more than 31,000 impressions.

• Our influencer campaign’s Tiktok videos went viral.

• Evie’s video case study reached more than 1.7 million people.

• Isabella’s case study reached more than 2.7 million people.

• Our YouGov survey to gather data on people of pensionable age reached 1,001 people.

There’s no single source of practical advice for living independently at home, so we set out to build it – and the We Are vulnerAble campaign was born.

The campaign home is a comprehensive hub. We powered the site with UserWay to ensure accessibility, worked with a disability-focused agency to inform the campaign narrative and enlisted disability influencers.

We brought together 12 of our client communities to provide resources, share messaging and encourage sign-ups.