How Beavertown and CALM got men to open up over a bag of crisps [Video]

Winning The Drum Awards for PR Culture or Leisure Gold is Beavertown and Campaign Against Living Miserably (CALM) for Open Up – Crisps Made For Tough Conversations. Here is the award-winning case study.

This brief was simultaneously a huge opportunity and a hardcore challenge. The aim was to amplify CALM’s message to a tricky-to-reach demographic while also ensuring not to mention Beavertown’s core product range.

Here Be Dragons’ objective was to raise awareness about CALM’s mission of normalizing difficult conversations to support better mental health whilst getting a notoriously emotionally closed and hard-to-reach audience to engage with topics they traditionally avoid. The aim was to create a moment that supports well-being and mobilizes against loneliness while also showcasing Beavertown as a facilitator of belonging and togetherness.

Brief

The target demographic was male, aged between 25 and 40 who are the most at risk regarding ‘shelving’ difficult conversations and not prioritising their …

Tags Brand Awareness, Campaign Goals, Campaigns, Communication Objectives