Climbing Trees Shortlisted for UK Paid Media Awards

We are thrilled to announce that Climbing Trees has been shortlisted for the prestigious UK Paid Media Awards for our work on the Youth Knife Harm Campaign, a project undertaken in close collaboration with the Essex Violence and Vulnerability Unit (EVVU). This recognition highlights the importance of community-focused initiatives and the power of partnership in addressing critical issues.

A Community-Driven Initiative

Research undertaken by the EVVU shows that knife crime is a significant concern to young people in Essex, with many young people facing risks that parents and guardians may not fully understand. 

The EVVU, a partnership of local government, police, public sector, health and probation working across Southend, Essex and Thurrock, is dedicated to tackling serious violence at its root, creating safer communities across Essex. 

To support this mission, they sought to raise awareness among parents and provide them with the tools to engage in meaningful conversations with their children about knife crime.

When the EVVU approached us to help amplify their message through a digital campaign, we knew this project would require more than just technical expertise. It called for a deep understanding of the local community and a strategic approach to ensure that our efforts would resonate with parents and guardians across Essex.

Strategic Collaboration and Navigating Challenges

The success of this campaign hinged on our ability to reach the right audience—Essex-based parents and guardians who might be unaware of the dangers their children could face. Through a comprehensive audience analysis, we identified key areas in Essex where the message would have the greatest impact. By focusing on platforms where parents are most active, we tailored the campaign to ensure maximum visibility and engagement.

Our strategy was multi-faceted, incorporating various digital channels to guide parents through a journey—from initial awareness of the issue to actively seeking out more information and resources. Whether through social media platforms, targeted Google Ads, or engaging video content, every element of the campaign was designed to connect with parents in a meaningful way and direct them to the EVVU’s resources.

Every campaign comes with its unique challenges, and this one was no different. Due to the sensitive nature of the topic, we encountered obstacles in getting our ads approved on some platforms. However, through persistent communication and problem-solving, we were able to overcome these hurdles and ensure that our message reached the intended audience.

Making a Meaningful Impact

While we are proud to be recognised by the UK Paid Media Awards, the true success of this campaign lies in its impact on the community. The feedback from parents has been overwhelmingly positive. A third-party survey conducted by Qa Research revealed that 84% of parents felt the videos effectively encouraged them to speak to their children about the dangers of knife crime. Furthermore, 75% of respondents said they were more likely to visit the EVVU website and seek further information after seeing the films.

These figures are not just numbers; they represent real conversations happening in homes across Essex—conversations that could potentially save lives.

Moving Forward

Our collaboration with the EVVU is a prime example of how agencies and clients can come together to tackle critical issues with creativity, dedication, and a shared sense of purpose.

“We are proud to be part of this impactful project, supporting a cause that aligns with our values and making a real difference in the community. Collaborating with Essex VVU has been a rewarding experience, and we look forward to continuing our shared mission of positive change.”, – Jodie Brookton, Strategic Director

Thank you to the EVVU and everyone involved in this journey. Together, we are making a difference.

Ready to create impact together? If you’re looking to collaborate on a campaign that drives real change, let’s have a chat and start creating powerful strategies for your cause.