DMA Future Writers' Labs

I’ll hold my hands up. I was a slave to the system. That ‘best practice’ guide to copywriting was my go-to novella when time was of the essence. And whilst there’s nothing fundamentally wrong with that (especially when pleasing clients with good, solid copy); I wanted to go beyond the constraints.

Future Writers’ Labs 2015 was a chance to do just that. To challenge the industry standards and re-frame the way I approached a brief. To step out of my comfort zone and rip up the rule book. And all because ‘copywriting is dead’, apparently.

It started with a census
In October 2014, the DMA launched The Campaign for Great British Copywriting, a movement that delved into the state of British copywriting with a spotlight on why the industry has a diminished value of the craft.

To kick-start the campaign, the DMA produced a short documentary, Madmen v Mavens, featuring some of the most decorated copywriters of the golden AdLand era, alongside today’s talent.

It soon became clear that copywriters were tired, frustrated, sad and under-appreciated. Depressing, I know. As a result, the craft suffered.

Writers unite
Fast forward one year, and here was an opportunity to put things right. After applying for a place on the DMA Future Writers’ Labs, forty or so copywriters were chosen to take part, myself being one.

The first workshop was a shock to the system. I was thrust back to my university days of dreaded public speaking. Quick fire copy tasks and presenting your immediate work to strangers (or competition as I saw it at first) was not my idea of fun – especially when one of my pet peeves about the industry is the lack of time we have to craft a piece of copy. But, I quickly realised it wasn’t a competition. And being put on the spot was a technique I should embrace rather than fear. It didn’t come naturally, but that was the whole point.

Re-writing the art of copy
Many believe that to be a great copywriter, you need to have a Master’s Degree in English Language, never forgetting to dot the I’s, cross the T’s and never start a sentence with the word ‘and’. Bollocks.

Copywriting is about storytelling. It’s about speaking a language that’s personalised and relatable. And starting a sentence with a ‘naughty’ word is the least of your worries.

The brief
In order to graduate from Future Writers’ Labs, we were tasked with a daunting brief: create a 1:1:Million piece of communication showcasing copywriting as a contagious, powerful medium.

In other words, a viral campaign.

Needless to say, the pressure was on. But what else should the DMA expect form their chosen ‘future writers’? So, off we went with a healthy mix of panic, gusto and poise. Challenge accepted.

The movement
As my mentor wisely said, to create a successful piece of copy, you have to believe in what you’re selling. With this advice ringing true, I decided to create a campaign that meant something to me – and just so happened to affect around 20% of the UK population, as I soon discovered.

Irritable Bowel Syndrome (IBS) is a digestive disorder with a negative stigma. Poo has always been a taboo. My job was to change this, and so #gutfeelings was born.

The results
Gut Feelings as a concept and a campaign proved to be a bigger success than I had imagined. I was able to move people with my copy and encourage a social change towards IBS. I gave others an opportunity to have a voice, which for me, was the most rewarding aspect.

By starting a conversation about a taboo topic, I was able to create a movement that was uncensored and empowering. You can read my hero piece here: What’s a girl to do when all she can think about is poo?

After just 20 days, these were the stats:

• the website had over 1,049 hits along with 362 unique visitors
• almost 200 followers on Twitter, including mentions from celebrities such as Madeleine Shaw
• my hero piece was the most viewed page on Gut Feelings, with 165 views
• other than family and friends, people from all over the world had shared their own stories and #gutfeelings, including two from America and one from Sweden – international success!

The end
In many ways I surprised myself. Not only was my campaign the most successful of the Future Writers’ Labs 2015 beta workshop, but I was also able to prove that copywriting is in no way ‘dead’. It’s alive in the hands of passionate copywriters across Britain.

The future writers are here now. We just need to dream a litter bigger and always push for more. That way, the industry and the world will be reminded of just how powerful copy can be. After all, when words are all we have, let’s make them count.