Agency: Craft Media and Goodstuff
This is the story about credibility and support. It's about how during a period of confusion and panic for the British public a national institution, Which? came to the fore to give consumers confidence and the right advice when they didn't know who else to turn to. This wasn't focused on driving subscriptions, but about doing the right thing. Giving the public one less thing to worry about, whilst delivering strong brand scores to boot.