National Education Union
Exposing the true scale of £4.5bn in school budget cuts
The National Education Union wanted to show the true scale of cuts to school budgets across England. The brief was to reach Westminster and Labour leaning readers, political journalists and special advisers, and send them to schoolcuts.org.uk to find the cuts for their own school.
MessageSpace delivered one focused display campaign across two national titles, the New Statesman and The Times, both read closely across Westminster and the Labour movement. The campaign ran from 20 to 30 September and into Labour conference, when the political audience was most switched on and click through rates climbed.
The New Statesman led the way with 134,926 impressions, over half the reach, the majority of clicks and the top CTR. Every ad pointed to schoolcuts.org.uk, where readers could look up cuts for their own schools. The campaign was planned, bought and optimised end to end by MessageSpace.
Key Results
- 255,957 total impressions across both titles
- 146 total clicks to schoolcuts.org.uk
- 0.10% top CTR achieved
- New Statesman delivered 134,926 impressions and the majority of clicks