The British Red Cross wanted to broaden people’s understanding of loneliness and encourage support for its work to end it.
The challenge was - how to ground the campaign in the very truths that people are most reluctant to share.
This session shows how using a more qualitative, exploratory approach to social data, the British Red Cross was able to learn how to talk about loneliness.
How the British Red Cross learnt to talk to people about loneliness from The IPA on Vimeo.