The Encampments

I was incredibly proud to lead the planning and execution of the UK marketing strategy for THE ENCAMPMENTS, a powerful documentary exploring pro-Palestine campus protests. The campaign was faced with a number of considerable roadblocks that required an opportunistic strategy and grassroots approach to engage its target audience and amplify the film's message.

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On top of the core cinema assets, I briefed and delivered an eye-catching flyposting campaign designed to resonate with the film's activist audience. Additionally, I used my personal Canva account to produce a range of bespoke promotional materials, including flyers, postcards and an extensive library of social content — all provided at no additional expense to the client.

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As the film dealt with highly sensitive subject matter, the campaign faced a number of restrictions - the greatest of which was outright rejection of all our social media ads. To get around these issues, I spearheaded a grassroots outreach campaign to build organic engagement in lieu of a paid campaign. This involved connecting with activist organisations, university groups and high-profile individuals, encouraging them to attend talker screenings, participate in Q&A events and promote the film to their networks.

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Through this collaborative and sensitive approach, the campaign successfully mobilised a highly-targeted audience segment in an extremely cost-effective manner.