BSD delivers Royal Mail success
In February, BSD London started working with the Communication Workers Union to help them prevent the planned privatisation of the UK postal service, Royal Mail. This week the government decided to shelve the plans, and many commentators credited the CWU's vigorous campaign.
CWU used the full range of BSD tools to build a grassroots campaign, most recently inviting union members and supporters to come up with the slogan for the CWU's planned nationwide billboard advertising campaign.
Nearly five hundred supporters sent in creative and inspired ideas for the billboards. CWU decided not just to use them on billboards but also as the text for the campaign's Google ads campaign as well.
Though the campaign achieved its aim before the billboards could actually be unveiled, the Google ads have been running this month on around a thousand keywords targeting the Royal Mail, potential buyers of Royal Mail and MPs who had not decided how they would vote on the Postal Services Bill.
Some of the slogans picked for billboards by the CWU include:
- Loyal Mail. Keep the post public
- Stamp out postal privatisation plans
- Post Mandelson back to Brussels. It's our mail!
- Postman Pat or Corporate Fat Cat? You decide
- It's our Royal Mail - it's not for sale!
- Sell Royal Mail? 1st class way to make it fail!
This is just one recent example of linking user-generated content to wider online and offline campaigning. The CWU's campaign will now move into a new phase and the BSD London team is looking forward to helping them achieve further success.
Client Spotlight
Speed Matters
For the Communications Workers of America (CWA), BSD developed and implemented "Speed Matters", a comprehensive constituency-building media campaign around the issue of telecommunications equity. In a matter of months, BSD's program generated an email list of almost 100,000, and built CWA into a thought leader on this issue, enhancing the organization's credibility with legislators, opinion leaders, and the press. Full Case Study »
Client Feedback
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