Case Study: MQ launches a convention-changing charity campaign with The Village Communications

MQ boosts unique visitors 272% with The Village Communications

The customer MQ, a new charity focused on mental health, faced the challenge of launching into a crowded market with low public understanding and empathy around mental health issues. The Village Communications was engaged to help break through the category clutter, educate the target audience, and build a bold, empathetic vision for the organization.

The Village Communications developed a disruptive multimedia campaign centered on credible partnerships, including content with The Guardian and a programme-led initiative with Channel 4, supported by out-of-home advertising and targeted paid social. This solution successfully resonated with the audience, beating all targets. The campaign achieved a 221% increase in dwell time, ad resonance three times the average, and a 272% rise in unique visitors to the charity's hub.

MQ