Privacy International (PI) is a global charity that defends and promotes the right to privacy across the world. Shaped by Do Gooder's insight into purpose-driven marketing, PI aimed to create a campaign that raised awareness of the risks of behavioural advertising and asked brands to take responsibility for the data they use across digital campaigns.
Informed by facilitated sessions with PI experts, we conducted qualitative stakeholder research. We recommended focus areas and shared unique thinking, collating insight and our experience to craft a messaging framework and channel strategy - the practical tools to help reach decision-makers at the right time by making a convincing case for change.
Our insight into the inner workings of the advertising industry shaped a campaign concept for PI that is aligned to their audience, in tune with their motivations, and ultimately built a legitimate and informed case for PI to approach brands directly - promoting change and encouraging the use of ethical strategic communications.