Response: We knew that reaching our target audience was going to be key to success and so we chose to shoot the film in a vertical format, making it fully optimised for mobile viewing habits.
The next step was to make sure the film was seen by the target audience, and so we put it right at the heart of John's roots, the streets of London. Taking over billboards and bus shelters across London, we released a 10" edit that offered a snapshot of John's story, and encouraged viewers to engage further, even offering an email address to contact John directly.
A website was created to house the full length film and act as a more permanent home for the project.
Outcome: The film was released on mobile and across 129 screens in London, reaching over 2 million people. This year the film is being used at his Foundation events at schools nationwide. John continues to reply to every email he gets in response to the campaign.