1. Pete - Radio

    00:30

    from The Leith Added 50 0 0

    The Public Health Agency of Northern Ireland asked us to help them develop a public information campaign to encourage young men to do more to look after their mental health. Young men are often unwilling to seek help for mental health problems. They find it hard to talk about a problem or they fear the stigma associated with it. And there’s a hegemonic view that being a man means not needing help. We used this insight to engage with our audience and encourage them to take the first step and talk about their problems rather than covering them up. At the end of the campaign 82% of the target audience were aware of the campaign. Of those 58% were encouraged to do something positive in relation to their mental health. These results help it win a Mind Mental Health Award for the best awareness raising campaign across the UK in 2009.

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    • Jim - Radio

      00:30

      from The Leith Added 42 0 0

      The Public Health Agency of Northern Ireland asked us to help them develop a public information campaign to encourage young men to do more to look after their mental health. Young men are often unwilling to seek help for mental health problems. They find it hard to talk about a problem or they fear the stigma associated with it. And there’s a hegemonic view that being a man means not needing help. We used this insight to engage with our audience and encourage them to take the first step and talk about their problems rather than covering them up. At the end of the campaign 82% of the target audience were aware of the campaign. Of those 58% were encouraged to do something positive in relation to their mental health. These results help it win a Mind Mental Health Award for the best awareness raising campaign across the UK in 2009.

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      • Everybody Hurts - Radio

        01:00

        from The Leith Added 155 0 0

        It’s very rare for advertising to be a matter of life and death but in the case of Lifeline the brief was indeed just that. The Public Health Agency in Northern Ireland asked Leith to launch a new telephone helpline for people in distress or despair. There are very many reasons that might lead people to think about suicide but there’s one thought that presents hope. The sunrise that brings tomorrow. With a little help from R.E.M, that’s what we set out to achieve.

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        • Lifeline - Radio

          00:50

          from The Leith Added 82 0 0

          It’s very rare for advertising to be a matter of life and death but in the case of Lifeline the brief was indeed just that. The Public Health Agency in Northern Ireland asked Leith to launch a new telephone helpline for people in distress or despair. There are very many reasons that might lead people to think about suicide but there’s one thought that presents hope. The sunrise that brings tomorrow. With a little help from R.E.M, that’s what we set out to achieve.

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          • Supermarket - Spotify

            00:40

            from The Leith Added 84 0 0

            Cocaine use amongst 16-22 years olds in Scotland is on the rise. This campaign for the Scottish Government’s Know the Score initiative set out to inform young people that taking cocaine is more dangerous than they think and so make them think twice about trying it in the future. Through the use of a central sinister man character and unique deck of playing cards the campaign shatters the perception of cocaine as a risk free, glamorous drug by highlighting the range of unpleasant side effects that can accompany it, demonstrating that “you don’t know what you’re getting with cocaine”. The multi media, integrated campaign, was led by cinema advertising and supported with video digital activity on social media sites such as Facebook and Spotify. Posters also ran in targeted social environments such as bar washrooms, cinema foyers and buses.

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            • Train - Spotify

              00:40

              from The Leith Added 127 0 0

              Cocaine use amongst 16-22 years olds in Scotland is on the rise. This campaign for the Scottish Government’s Know the Score initiative set out to inform young people that taking cocaine is more dangerous than they think and so make them think twice about trying it in the future. Through the use of a central sinister man character and unique deck of playing cards the campaign shatters the perception of cocaine as a risk free, glamorous drug by highlighting the range of unpleasant side effects that can accompany it, demonstrating that “you don’t know what you’re getting with cocaine”. The multi media, integrated campaign, was led by cinema advertising and supported with video digital activity on social media sites such as Facebook and Spotify. Posters also ran in targeted social environments such as bar washrooms, cinema foyers and buses.

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              • Phone - Spotify

                00:40

                from The Leith Added 113 0 0

                Cocaine use amongst 16-22 years olds in Scotland is on the rise. This campaign for the Scottish Government’s Know the Score initiative set out to inform young people that taking cocaine is more dangerous than they think and so make them think twice about trying it in the future. Through the use of a central sinister man character and unique deck of playing cards the campaign shatters the perception of cocaine as a risk free, glamorous drug by highlighting the range of unpleasant side effects that can accompany it, demonstrating that “you don’t know what you’re getting with cocaine”. The multi media, integrated campaign, was led by cinema advertising and supported with video digital activity on social media sites such as Facebook and Spotify. Posters also ran in targeted social environments such as bar washrooms, cinema foyers and buses.

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                • Waste Aware Ernie

                  00:31

                  from The Leith Added 401 0 0

                  The Leith Agency worked in partnership with The Scottish Government and Zero Waste Scotland to develop a campaign to encourage an increase in the amount of waste recycled in Scotland. This campaign uses Ernie the elephant from the ‘Re-use your bags’ campaign. He is still made from a carrier bag but this time he plays around with other recyclable household materials to show us exactly what materials can be recycled. An animated TV advert was created, along with radio adverts, 6-sheets in super markets, partnership and field marketing activity. As part of this Ernie embarked on a Scotland-wide tour visiting tourist attractions, town/city centres and sporting venues during his six-week tour of the central belt, Ayrshire, the Highlands, Borders and Dumfries and Galloway.

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                  • Plastic Bags

                    00:32

                    from The Leith Added 695 5 0

                    The Leith Agency worked in partnership with The Scottish Government and Zero Waste Scotland to develop a campaign to encourage an increase in the amount of waste recycled in Scotland. This campaign uses Ernie the elephant from the ‘Re-use your bags’ campaign. He is still made from a carrier bag but this time he plays around with other recyclable household materials to show us exactly what materials can be recycled. An animated TV advert was created, along with radio adverts, 6-sheets in super markets, partnership and field marketing activity. As part of this Ernie embarked on a Scotland-wide tour visiting tourist attractions, town/city centres and sporting venues during his six-week tour of the central belt, Ayrshire, the Highlands, Borders and Dumfries and Galloway.

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                    • Burns Baby Burns

                      04:25

                      from The Leith Added 607 1 0

                      Scotland’s International Image promotes Scotland internationally as a modern, confident, vibrant and forward-thinking country. They appointed Leith to create a campaign that would encourage people to think positively about Scotland and to consider it as a great place to live, work, study and do business. As Burns Night is celebrated worldwide, we used it as the platform to engage with and surprise our audience (international journalists and Foreign and Commonwealth Offices). By creating a quirky and engaging mailer based on the Burns celebration, but with a strong modern twist, we showed that whilst Scotland is proud of its history it’s also excited by its future. 300 journalists and Foreign and Commonwealth Offices from North America to China, received an A3 box bearing the legend BURNS BABY BURNS 25.01.07. Once removed the box revealed an old style frame wrapped in tissue, a letter made to look like parchment with old-style typeface, plus leaflet. Inside the frame was a portrait of Robbie wearing a pair of sunglasses, suggesting that if he were alive today, he’d be a cool rock ‘n’ roll star in the mould of Liam or Noel Gallagher.

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