The campaign needed to promote ‘OA from the BMJ’, packing punch and standout appeal during the industry’s international OA week without compromising on a futureproofed concept that could spearhead marketing and comms for several years to come. The campaign was not required to explain what OA is, or why publishing OA might be a good thing, as awareness is high amongst the target audience. Its purpose was to promote why BMJ’s OA strategy, platform and set of commercial agreements are the best fit for the medical community – establishing BMJ as the ideal OA partner.
Using the globally recognised industry acronym ‘OA’ as the central motif, we created a series of two-word statements that encapsulated BMJ’s value, offering and point of difference to readers and authors in an overcrowded marketplace:
- OPEN ACCESS
- GLOBAL IMPACT
- BROADER REACH
- EXCEPTIONAL QUALITY
Finishing with a CTA that carried a complementary syntactic arrangement:
A typography-led visual style was created to work harmoniously with the campaign’s purpose of promoting OA from BMJ. Therefore, the natural creative application was to retain BMJ core branding, championing the diverse brand palette and bold core font, by dialling up the volume during all stages of implementation.
The primary campaign placement consideration was video for use on social and web. Non-specific, relatable, medical imagery was chosen to create the backdrop to the campaign lines and coupled with duo-tone treatment using pairings of contrasting brand colours. The copy was then overlaid to marry imagery with messaging, leading to the decision that the ‘OA’ device in each statement should subtly stand out within the messaging and should always remain on screen as the centre of any transitions to reinforce the Open Access message.
