Self-proclaimed consumer champion Which? is aiming to empower Brits to take control, challenge unfair practices and make confident choices with the launch of a new brand positioning and advertising campaign under the strapline “The Power in You”.
Launching this week, the aim is to amplify the organisation’s purpose-driven role in society by shining a light on the lesser-known ways Which? helps people to navigate today’s challenging consumer landscape and make better choices.
The move is backed by the organisation’s own research which reveals that six in ten (60%) people feel it is hard to trust the information and advice available when choosing products and services, while over half (55%) think that the quality of products and services seems to be getting worse.
Which? has two sides to its operation, the independent product reviews which are only available through a subscription, and its work in advocating and campaigning for better standards and providing practical advice to help consumers understand their rights.
‘The Power in You’ highlights the organisation’s role in making life simpler, fairer, and safer, while inspiring consumers to realise they have more power than they think.
The multichannel campaign has been created in collaboration with independent agency Neverland and media partners Goodstuff and Brainlabs and spans TV, social, radio and digital.
The ad blitz is designed to act as a call to action for UK consumers to recognise their rights, demand better and make more confident choices.
It launches with a 30-second TV spot titled “The Quiet Riot” airing exclusively on Channel 4 from Tuesday 28 October. Directed by Angelo Cerisara and narrated by actor Paul Ready, the ad depicts UK consumers, quintessentially known for not wanting to create a fuss, disrupting the status quo and standing up against bad business practices.
Depicted with subtle humour and an empowering payoff, it is designed to be relatable and inspiring for every consumer.
Which? will also be using its social platforms to connect with consumers, with the Which? question mark brought to life, using it to ask the questions the organisation claims no one else will, call out malpractice, identify issues, and demonstrate how people can take action.
From calling out dodgy product claims and navigating poor customer service to standing up to the ‘big guys’ against rip-offs and misinformation, this new platform showcases a clear message that consumers have more power than they think. Which? puts people over profit, helping consumers unlock this power and supporting them every step of the way.
Which? head of brand Kat Chinnock said: “Being a consumer has become too hard. Misinformation is rife, it’s not always clear who to trust, and standards are slipping as many companies put profit over people.
“The Power in You’ is a call to action for consumers in need – remember, you always have a choice: so, stand up, speak up and get what you deserve!”
Neverland CCO and co-founder Jon Forsyth added: “Consumers, put your capes on, Which? is giving you the power to fly.”
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