Church of England - SUNDAY THERAPY
(Created as a part of my coursework at the University of Leeds)
THE WHOLE IDEA IN ONE SENTENCE : "END YOUR 'AAA' WITH AMEN"
The Church of England has been surffering from the decline in number of attendees through out the past decade. The truth is that most British citizens are still believers. However, they don't see a tangible reason to actually visit. What could be a good reason to go to churches? Frankly, it is good for you! Researches have shown that most people feel instantly better after stepping inside the church, and regular attendees tend to have much better mental health in comparison to non-goers. Modern people are busy and stressful, so what could be better than a free Sunday Therapy with a therapist who has been experiencing for nearly 500 years?
The Sunday Therapy campaign has received a 'Distinction' mark from my instructor. Parts of the final campaign are shown below.
The campaign is divided into three phases. It will be launched in the middle of the year, and then it will be followed by reminders during the holiday season, which is one of the most stressful times of the year for people. The short final phase will occur after the New Year period as an encouragement.
PHASE I - THE LAUNCH
The first phase will use traditional medias like a series of TV commercials and radio spots.
A variety of non-traditional medias will also be used, such as the social media channels of the opinion leaders, and a mobile application that allows people to type down their frustation and generate an amusing scream which they can send to the deserved receiver.
PHASE II - HOLIDAY HIJACK
The second phase will still utilise the traditional media like TV commercials, however, it will also hijack the public space to capture the attention of both public and media.
The mobile application will also receive a holiday update. Not feeling too cheerful about the happy season? Now you can send out an appropiate scream to your loved (/hated) one.
PHASE III - NEW YEAR FOLLOW-UP
Just to remind the targets to keep the church in their minds in the new year, the campaign will end with a final reminder in the form of a TV commercial.