Turning 20 was quite a moment for us at 23red. We marked the occasion by trawling through our past work to remember some of our greatest hits. We’ve picked five of our favourites for you to enjoy.

18

for Network Rail

With the electrification of the Network Rail-owned Midland Main Line, our challenge was to successfully shift the perception of danger from the train to the track.  

To reach a younger audience who don’t engage with public safety messages, we needed to do something different. A key insight drove our channel strategy: they spend up to 21 hours a week online. Most frequently on YouTube. 

We partnered with Fully Focused to co-create a believable storyline that addressed the issue. The result was ‘18’, a 33-minute short film starring acclaimed actors, which dramatises what happens to a group of friends when one of them is electrocuted while trespassing on the railway. ‘18’ has been watched over 6.4 million times on YouTube.

The 10-Minute Shake Up

for Change4Life (Public Health England)

Change4Life had a problem they wanted to tackle: only one in five kids aged between 5 and 10 were getting the recommended 60 minutes of daily physical activity. Parents often find that getting their kids off the sofa can be even tougher than getting them to eat healthily. That’s where we came in. 

We partnered with Disney to leverage the emotional bond kids have with their characters. Change4Life offered a package of engaging games throughout the summer that included free access to Disney-inspired games that parents could use to encourage their kids to get active. 

From Finding Dory to Lion King, the annual 10-Minute Shake Ups continues to evolve and get kids moving.

The Dynamic Blood Appointment

for NHS Blood and Transplant

NHS Blood and Transplant needs 5,000 blood donors every day.

To get people to donate, we partnered with Clear Channel and plugged into a network of over a 100 dynamic digital out-of-home sites across England in close proximity to permanent blood-donor centres.

Time and convenience are barriers, so we worked with anonymised data from NHSBT to create dynamic displays. These revealed striking portraits of real-life recipients alongside the number of appointments available, the walking distance to the nearest donation centre, the volume of first-time donors seen in the past week and the number booked to give blood that day.  

By making blood donation feel normal, more personal and local, we encouraged people to visit their closest permanent donation centre, instead of relying on mobile donation centres. 

Ace Rafa for Champions Drink Responsibly

for Bacardi Limited

As part of our 'Champions Drink Responsibly' campaign platform for Bacardi Limited, we enlisted Rafael Nadal, one of the world’s greatest tennis champions, as Global Corporate Social Responsibility Ambassador. With him on board, we set out to engage as many people as possible around the world through a massive global online promotion.

Fans who managed to win a virtual Facebook match against the Grand Slam Champion, and also answer questions about responsible drinking, could then enter a prize draw for the chance to meet him in person in Mallorca.

The prize day created an amazing experience for the winners, with PR and social content used to stimulate positive conversations about Bacardi Limited and responsible drinking.

Over 2.2 million interacted with campaign content, contributing to Bacardi growing their online community of responsible drinkers.

Year of Engineering

for Department for Transport

Engineering makes our world move. However, young people, especially young girls, don’t always think it’s a world for them. We encouraged them to “take a closer look” at all the amazing opportunities engineering offers throughout the Year of Engineering 2018.

We developed partnerships, an online destination and social content to shake up people’s ideas about engineering.

Over 1,500 partners got involved to help break down barriers and misconceptions of engineering. Partnerships with high profile organisations such as FIFA, Marvel, LEGO, Apple and MTV demonstrated the diversity and endless opportunities that a career in engineering can bring, and contributed to over 5.1 million direct experiences of engineering. And, the campaign significantly increased desirability of a career in engineering in young people.