Turn2us is a national charity providing practical help to people who are struggling financially. Red Stone was brought on board to help shape and deliver a major advocacy campaign calling on the government to build a social security system rooted in dignity, trust and effectiveness.
Building on our earlier brand work together, an opportunity to extend that foundation into public mobilisation and narrative change campaign. At its core, the campaign sought to challenge the stigma created by government policy and advocate for systemic reforms that prioritise people’s independence, confidence and wellbeing.
Engagement
- Engaged and managed input from stakeholders throughout project
Discovery
- Review of previous research material and insights
- Quantitative survey and analysis
- Surveyed 250 UK men and women over 18
- Campaign workshop
Creative
- Core ‘big idea’ treatment
- Messaging to support the campaign proposition
- Post-testing development
- Campaign film
Delivery
- Consulting and support on planning for campaign rollout
- Social and print assets for B2B and B2C audiences
Building widespread understanding
The aim was to build widespread understanding of how stigma within the social security system impacts people’s lives, and to encourage the public to become active participants in changing the narrative. We developed messaging and creative approaches that positioned Turn2us as a credible source of support while also articulating the consequences of policy on people.
Creative and messaging options were tested online with people aged between 18 and 70 from across the UK, as well as focus groups and sessions with five co-production partners to really gain an understanding of what resonated and reflected people's experience of the system.
Mobilising public support
Centred around the call to action ‘Stop the stigma. Fix the system.’, the campaign raised awareness and mobilised sustained public support, enabling people to advocate within their own communities and social circles.
Contributing to raising awareness of stigma as a structural issue rather than an individual failing, the campaign reinforced the role of Turn2us as a leading organisation advocating for a fairer, more compassionate system. Most importantly, it demonstrated how strategic storytelling and advocacy can shift perceptions, build public buy-in, and support meaningful policy change.
