We launched Options’ new brand with a campaign that will build recognition and create a stronger connection with its audiences.
THE CHALLENGE
With a new brand in place, Options needed to launch it in a way that felt meaningful. The challenge was to reach a wide range of audiences, from people supported by Options to corporate partners and commissioners, and to make the new identity feel instantly recognisable, relevant and owned.
The campaign needed to be more than a comms exercise. The campaign needed to ensure the brand landed well both internally and externally and helped build momentum across the organisation’s fundraising and marketing goals.
OUR APPROACH
We used the campaign proposition ‘gloriously ordinary lives’ as the creative and strategic thread through the campaign. The aim was to capture the spirit of the Options and give us a clear, flexible foundation for telling the compelling stories of the people Options supports.
Using a tailored comms framework, we identified different campaign objectives for key audiences, from reassurance and belonging for supported people and families, to increased visibility and understanding for funders, partners and the wider community. Messaging was adapted by audience and channel, but always grounded in the same idea – this is a brand that belongs to everyone involved with Options.
THE SOLUTION
The campaign launched across multiple channels, from out of home placements in local train stations to targeted Meta ads, organic social, email and direct mail. People supported by Options and their families received personalised launch packs, and partners were introduced to the new identity through a refreshed corporate offer.
The creative focused on the idea that what’s seen as ordinary for some; cooking a meal, going to the shops, going on a date, can be glorious for others when it’s done on their own terms. The campaign celebrated these everyday moments, showing them not as achievements or exceptions, but as part of a full, self-directed life.
The tone was warm, confident and inclusive. Visually, the campaign brought the new brand to life through bold colours, shapes and real stories showcasing the diversity, individuality and day-to-day experiences that define life with Options.
The skills, insight, and creativity Nikki and Michelle brought were of a level we simply couldn’t possibly have achieved on our own, and their mentorship to both our leadership and our practitioners has built our own confidence and capability. From the very beginning, they have been fun, friendly, supportive and so good to work with.
Kevin Peacock, Chief Executive Officer
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