Case Study: Welsh Government drives EU settled status applications in Wales with Freshwater

Welsh Government reaches 1.8 million people with Freshwater's settled status campaign

The Welsh Government commissioned Freshwater to deliver an awareness-raising campaign. The challenge was to drive applications for settled status from EU citizens in Wales, cutting through the noise of Brexit with a clear and urgent message before the deadline.

Freshwater created a striking graphic based on the 'Welcome to Wales' sign, using copy that played on the word 'love' and was translated into 24 languages. This content was promoted across digital channels including social media, search, and display advertising. The campaign reached over 1.8 million people, achieved a 94% positive reaction rate on social media, and significantly outperformed industry benchmarks for Freshwater.

Welsh Government