Answers start with a question
The Florey Institute of Neuroscience and Mental Health approached Zebra Direction to produce a campaign that would raise the profile of the Florey amongst younger generations.
The challenge was to communicate the importance of research in an industry where immediate results are not always shown yet may have far reaching impacts on how understand the processes of the brain.
Our approach was to find a message that was tangible, boiling down the concept of research to a question and answer process. Answers start with a Question paired common questions around mental health with the researchers who attempting to find those answers. Delving into what they do and why they do it.
The campaign launched as advertising over social media, email and direct mail. It included x7 campaign videos, advertising collateral including 15 and 30 sec cutdowns of the videos with static ads and an email journey comprising of 6 edms directed to new subscribers and separate journey for existing donors. The campaign also formed the feature of the Florey’s christmas appeal, with a 16 page DL booklet on each researcher alongside the annual christmas letter.