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IPSA
An explainer video that passed 'The Daily Mail Test'
STRATEGY:
IPSA, the Independent Parliamentary Standards Authority regulates and publishes MPs' salaries, pensions, business costs and expenses. They wanted an explainer video. At the time there was a huge amount of public interest in the subject - anyone remember the duck moat?
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We kept it deliberately simple. We don't add costs for no reason - especially when 'less is more'. We knew that our 'simple' animated movie would pass 'The Daily Mail Test'. That is to say, if The Daily Mail were ever to enquire about the cost of the movie, it would not make for a headline worth running.
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OUTCOME:
We kept the IPSA out of the Daily Mail. The MP's didn't help though...
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IPSA
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