Ben & Jerry's x LADbible Group

Detained Content

Background

Immigration is a heavily politicised topic in the UK, yet the media is doing little to address the country’s cruel and inhumane detention practices.

We knew doing so would stir our comments section, as our audience research showed a near 50/50 split in support for immigration/asylum issues.

However, when those polled were clearly explained the UK’s immigration detention policies, their support for them dropped substantially, which showed a clear opportunity to move the needle.

Idea

We detained LADbible content. Occupying our media space with people with lived experience of detention who interrupted our usual output to directly address the UK public.

We shifted perceptions, sparked conversation, and drove audience participation, culminating in making contact with those still in detention centres. Asking them, “What would you like to tell the UK public about immigration detention?” Their responses went out on billboards across the country, which we, in turn, editorialised on our channels, making immigration detention impossible to ignore.

The Real Faces of Immigration Detention

We created some intimate and hard-hitting stories from real people who have lived experience of immigration detention. We met Daisy, Mark, and Usman and heard their true and harrowing tales of being detained indefinitely.

We flooded our channels, making immigration detention unmissable

Posts on Facebook, Instagram and Twitter; On-site Takeovers, Articles, and Ad Display units revoked access to LADbible content. Instead, showing people sharing their hard-hitting experiences of immigration detention and its lasting impact on their lives.

A very public appeal

Finally, we took to the streets, creating hard-hitting billboards around London and Manchester that allowed those with lived experience of detention to appeal directly to the public.

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Creative Director:

Dai Roberts

Creative:

Charlie Foster

Eveline Johnson

Joseph Friend