Ad recall of the LU and bus ads had a significant impact on brand awareness and action towards Human Appeal

Human Appeal - RT image


The Challenge

Human Appeal wanted to raise awareness of the charity, increasing action and importantly driving donations during the campaign.

The Execution

In May 2017, Human Appeal sought to raise funds and promote the work of the charity during Ramadan through a multi-format advertising campaign. This campaign ran on Exterion Media formats in a number of target cities in the UK, including London, Manchester, Birmingham, Leeds and Bradford.

In order to capture the effectiveness of this campaign, we measured key campaign metrics in association with Dipsticks Research. The sample consisted of 2,950 respondents:

- 2,000 nationally representative

- 950 test sample targeting key cities in the UK

Nat rep sample: nationally representative of age, gender, location and SEG.

Test sample: consists of respondents who live and/or work in and/ or visit regularly: London, Manchester, Birmingham, Leeds and Bradford.

The Results

Results show that those exposed to the Human Appeal campaign on Exterion Media formats are significantly more aware of the charity, and more likely than other respondents to take action towards it. Specifically, 27% will donate in some way in the future; acting on one of the key objectives Human Appeal was aiming to achieve.

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Ad recall

48% of respondents in the target cities recalled at least one of the Exterion Media ads for Human Appeal

Driving action

57% of those who recalled the Exterion Media ads are likely to take action towards Human Appeal in the future (vs. 14% of those who did not recall)

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