NABS, the support organisation for the advertising and marketing industry, wanted to bring a focus on the issues working parents face, from lack of support to workplace discrimination.
Velvet developed a research survey for advertising industry professionals; both parents and non-parents, as well as devising a PR campaign to leverage the findings
NABS wanted the research to be seen by as many ad industry people as as possible, therefore our strategy was about delivering content that would work with the marcomms industry trade bibles The Drum and Campaign. These are bitter competitors so what we needed to ensure each magazine had differentiated content.
Velvet developed a feature package for The Drum, the most read industry title. The feature examined how ad land had responded to the shared parental leave law and included case studies, data and extensive comment from NABS CEO Diana Tickell.
Once ready to release the results, Velvet secured an exclusive with Campaign. This was then taken by other marketing trade titles such as Marcomm news, as well as HR-specific titles such as Employee Benefits.