The Times and Small Change, Big Difference
Social experiments and marketing stunts are an effective way to grab headlines and consumers’ attention. During the last month, there have been many stunts taking place, from Poundland selling Harry Potter invisibility cloaks, Huawei launching the first ever ‘Dive-Thru’, and the New Balance Pizza Co. pop-up. Our favourites though, include root vegetables and big cats.
Westminster, London is the home of British politics, playing host to the Houses of Parliament where the Government takes the helm of the UK’s political agenda. However, since the 2016 referendum, it has experienced a degree of uncertainty and due to it being hard to keep track of the latest updates, many Brits have tuned out. However, The Times and Sunday Times have launched an initiative to guide readers through the jungle and turmoil that is the current state of British politics.
Commuters to Westminster Station found themselves in a vine-covered jungle recently as it was taken over and turned into a scene straight out of the jungle book, featuring paintings of elephants, monkeys, big cats, and other exotic creatures. The station’s name was even changed to ‘Westminster Jungle’ and tannoy announcements adapted to ‘mind the gap and always stand behind the yellow line. Toe the party line in the political jungle’. In addition, the newspaper’s slogan, ‘we’ll guide you through’, featured throughout.
Why we like it: The stunt created a visual representation of UK politics that commuters could relate to whilst also driving them towards a source that could clear the murky water – the newspaper. Using the Westminster station further brought the campaign to the politicians’ doorstep and amplified the situation, to encourage the public to pick up a copy of the newspaper.
Small Change, Big Difference
To raise awareness of the growing problem of food waste in the capital, Small Change, Big Difference displayed 3.75 tonnes of food spilling out of a family home. The campaign highlighted that the problem isn’t just wastage, but the environmental impact and CO2 emissions caused by throwing away food. Dubbed the ‘House of Food Waste’, the stunt was the beginning of a week-long campaign to raise awareness for sustainable eating, with the organisation offering Londoners advice on how to store, cook, and portion groceries correctly.
Why we like it: The visual aspect of the campaign demonstrated the magnitude of the issue by giving it a tangible representation for people to be shocked by. Facts, such as that 910,000 tonnes of food are thrown away each year in London alone, are difficult to comprehend. However, giving a physical representation to a statistic makes a strong impact and encourages the public to change their habits.