TVC x The Pew Charitable Trusts

Getting decision makers to fall back in love with evidence

The Evidence Initiative

Challenge

Build Pew’s credibility as the ‘go-to’ voice in holding powerful institutions and individuals to account.

Intelligent Solution

It’s an age of challenging policy questions and degraded public trust in institutions; now more than ever there is a case for evidence-based decision-making.

We created The Evidence Initiative campaign, a partnership between Pew Charitable Trusts and The Economist Group, to make decision makers fall back in love with evidence.

  • Developed The Evidence Initiative brand positioning and concept.
  • Developed a content strategy, including a bold hero film to support the launch and bespoke content hub for a year-round connection.
  • Extended audience reach through PR, social and paid campaigns.

Outcomes

We’ve built a community of evidence champions amongst leaders and policy influencers.

  • 500+ C-suite, civil service and government leaders have attended events to date.
  • Hub dwell time averages more than 3 mins.
  • Launch video completion rate of 25%.
  • Press briefings with national news, trade titles and audience interest media.
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