Evidence database

Successful campaign: 'A Warmer Welcome'

First-person hero copy and community faces drove +21% engagement and a 14% lift in enquiry volume.

Successful campaign: 'Small Steps, Big Coast'

Local landmark imagery plus a single low-effort ask lifted click-through 2.3x against the sustainability benchmark.

Successful campaign: 'Check In On Your Mate'

Peer-messenger format outperformed institutional voice with men 25–44; helpline referrals up 31%.

Successful campaign: 'Every Ticket Counts'

Transparent cost breakdown reduced scepticism; donation conversion up 18% on paid social.

Successful campaign: 'Croeso i Bawb'

Fully bilingual creative (not translated-after) raised recall 17% in Welsh-first communities.

Successful campaign: 'Nights Out, Home Safe'

Out-of-home placed at point of decision beat broadcast for behaviour change among 18–25s.

Successful campaign: 'Skills That Stick'

Case-study video series with real learners drove a 26% rise in course sign-ups from underserved postcodes.

Failed campaign: 'Jaguar: Copy Nothing'

Rebrand film removed all product and heritage cues. High reach but hostile sentiment: audiences could not connect the abstract art direction to the brand or the car, and commentary dominated coverage instead of the message.

Failed campaign: 'American Eagle Jeans'

Wordplay-led celebrity denim campaign read as an unintended genetics reference to a large part of the audience. Illustrates how a pun tested internally can carry a very different interpretation in public.

Failed campaign: 'Do the Right Thing'

Instructional tone under-indexed on trust with under-30s. Weak CTA verb.

Youth trust in public messaging, Wales

18–25 trust in government campaigns fell 8pt YoY. Peer-led messaging outperforms institutional voice.

Cost-of-living sentiment tracker, wave 4

62% of households report cutting discretionary spend; price-first messaging now outranks quality claims.

Parents & effort perception

Parents 36–45 systematically overestimate effort required for public-service asks.

Depth interviews: rural transport users

Twelve depth interviews show timetable uncertainty, not cost, is the primary barrier to switching.

COM-B and public health behaviour change

Review of behaviour-change literature: opportunity constraints explain more variance than motivation in low-income cohorts.

Messenger effects in institutional communication

Peer and community messengers outperform official spokespeople on credibility for distrusting segments.

Audience profile: Coastal community renter

Uploaded agency profile. 28–40, private renter, low institutional trust, local Facebook groups as primary news source.

Audience profile: Retired volunteer

Uploaded agency profile. 65+, high community trust, local radio and print, motivated by neighbourhood benefit.

Rural community trust map

Community-messenger formats outperform celebrity endorsements in rural Wales.

Paid social performance

Meta and Instagram delivery across the six-week flight.

Impressions

1.42M

Reach

612k

Likes

18,430

Comments

1,204

Shares

3,876

CTR

1.84%

Video retention

Hero film retention by quartile across paid and organic placements.

Views

248k

Avg. watch time

0:34

25% retention

78%

50% retention

51%

100% retention

22%

Landing page conversion

Sessions and pledge completions from campaign traffic.

Sessions

94,120

Bounce rate

38%

Avg. session

1:47

Conversion rate

4.6%

Pledges

4,329

Out-of-home and search lift

Branded search volume against OOH panel exposure by region.

Branded search lift

+27%

Panels

412

Est. impressions

3.1M

Recall

31%

Organic social engagement

Community-led sharing outperformed paid delivery on engagement rate.

Views

2.06M

Likes

141k

Comments

6,912

Shares

24,508

Engagement rate

8.4%

Referral and helpline outcomes

Downstream service impact attributed to campaign period.

Helpline referrals

+31%

Link visits

38,240

Cost per referral

£4.12

Email and CRM performance

Three-send donor sequence to the warm supporter file.

Sends

128,400

Open rate

42.1%

CTR

6.8%

Donations

2,118

Avg. gift

£24.30

Bilingual creative benchmark

Bilingual hero artwork lifts recall by 12–18% in Welsh-speaking regions.

Recall (WelshEN)

44%

Recall (EN only)

29%

CTR

1.31%

Reach

388k

ASA CAP Code: misleading advertising

Section 3 requires objective claims to be substantiated before publication and material information not to be omitted.

ASA CAP Code: harm and offence

Section 4 covers serious or widespread offence, including gender stereotyping and body-image portrayal in ads.

ASA guidance: advertising to children

Restrictions on targeting under-16s, including HFSS product placement rules and appeals to pester power.

Government Communication Service: OASIS framework

Objectives, Audience insight, Strategy, Implementation, Scoring — the required planning structure for public-sector campaigns.

GCS evaluation framework

Sets out inputs, outputs, outtakes and outcomes reporting expectations for publicly funded communication.

Welsh Language Standards for communications

Public bodies must treat Welsh no less favourably than English, including simultaneous bilingual publication.

WCAG 2.2 AA: contrast and text

Minimum 4.5:1 contrast for body text, 3:1 for large text and UI components; text must resize to 200% without loss.

Accessible media: captions and audio description

All campaign video requires accurate captions; key visual information must be described or duplicated in copy.

Plain English readability standard

Target reading age 9–11 for public information. Grade 8 or lower copy shows 30% higher comprehension in mixed-education audiences.