The Public House's Campaign for Belfast Telegraph Draws Attention to Environmental Problems in Northern Ireland

Independent agency The Public House have launched a new campaign for The Belfast Telegraph across TV, press and digital to promote their special, the Environment in Focus. The Public House was tasked with coming up with an innovative and insightful way to launch the week long ‘Environment In Focus’ special which questions Northern Ireland's environmental goals and suggests useful ways our readers can live more sustainable lives.

The creative approach of the campaign complements the brand’s tagline ‘Tell It Like It Is’ (a line by the legendary copywriter Dave Trott) as it narrates the environmental problems in Northern Ireland and focuses on how these gaps can be bridged.

The idea of the campaign was to draw attention to the environmental problems faced in Northern Ireland and the solutions to improve the current situation both individually and as a community. With the help of this special, The Belfast Telegraph wants to highlight the local issues, opportunities, movers and shakers along with the policies undertaken by the government : their effectiveness and the gaps in the strategies undertaken.

Kathleen Moore, Senior Strategist, The Public House, said: “The Belfast Telegraph is a newsbrand dedicated to the progress of all communities of Northern Ireland. Their ‘Environment in Focus’ special is proof of that. So we needed to land the right tone and message to appeal to readers of the same mindset: honest, open to all points of view, but ultimately always striving for a better future for everyone in the North.”

Lucy Dougan, Marketing Manager, The Belfast Telegraph, said: “As Northern Ireland’s newspaper, we are passionate about reporting on the issues that matter to local people and holding power to account. With “Environment in Focus” our goal was to give insight into the sustainability issues facing Northern Ireland, inspire with stories of local people making an impact, and provide practical information to help readers take small steps to reduce their carbon footprint. The Public House have captured this perfectly with the campaign.”

Mikey Curran, Senior Copywriter, The Public House, said “We felt it important that our work have a finger on the current political and environmental pulse of Northern Ireland, rather than pandering to outdated stereotypes. WIth sustainability at this issue's core, it felt like a no-brainer to recycle our newspaper into a collage aesthetic.”

The growing independent creative agency’s clients include Jameson and EPIC: The Irish Emigration Museum and Paddy Power. The agency is known for its strategic rigour and creative edge that delivers for its clients, with a principle that ‘Boring Doesn’t Sell’.