RTPI
Supporting our partners in planning
The Challenge
Championing Planners: Shaping Communities, Changing Perceptions.
The Royal Town Planning Institute (RTPI) was confronted with an alarming increase in harassment against planners, often due to widespread misinformation. Harassment even extended to personal settings like school gates, putting planners in a difficult position. RTPI needed a campaign that not only addressed this issue but also shifted public perception, highlighting the essential role planners play in their communities.
The Solution
To counteract the negativity, Grayling launched a digital-first campaign on World Town Planning Day, turning the spotlight on planners’ positive contributions. Instead of a traditional anti-bullying approach, we celebrated planners as community partners. The campaign centered around the theme “Planners & People,” symbolising partnership and the vital role planners play in shaping communities. A powerful hero video, featuring personal stories of harassment from planners, humanised the profession and resonated emotionally with the audience. We also developed a versatile campaign toolkit, including a bespoke ampersand logo, to drive engagement across multiple platforms.
The Results
The campaign achieved:
paid social views.
organic impressions.
And over 100 media mentions, fostering a new era of respect for planners.
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