Mercieca educates parents on help with Uni costs.
Client
Leverhulme
Area
Trade
The Challenge
The Leverhulme Trade Charities Trust (LTCT), which offers financial support to the families of people working in grocery, convenience and pharmacy, enlisted Mercieca to help raise awareness of its work and drive applications to its 2024/25 bursary schemes.
Looking for an integrated approach that brought together PR and advertising, LTCT also wanted to refresh the look and feel of its current creative. So, we got to work!
PR
Crafted a news pipeline to ensure a steady drumbeat of coverage throughout the campaign in convenience, grocery and pharmacy titles
Tapped into our relationships with industry organisations such as Association of Convenience Stores to publish the stories on their platforms and member newsletters
Media Buying
Worked closely with our trade media partners to create a high visibility advertising plan across print and digital
Crafted long-form advertorial copy to land deeper messaging around LTCT’s purpose and the important work it delivers in the sector
Creative
Our studio completely overhauled LTCT’s look and feel by using a brighter colour palette (while incorporating the charity’s signature green), creating bespoke illustrations that would resonate with our audience and devising light-hearted yet meaningful copy – including a simple yet winning new strapline.
The eye-catching artwork was adapted into a suite of assets, from print and digital adverts to posters the charity could use at events – all with CTA to drive potential applicants to the LTCT site.
