Misrepresentation of facts has seen JFL come under fire from detractors in national and international media, resulting in mounting industry pressure and strong negative coverage.

Our task was to change the perception of JFL.

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The research resulted in a brand strategy based on the audience's language and psychological drivers. We then created a multi-touchpoint campaign that used specific language to counter negative sentiments and increase awareness and positive coverage in the media.

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The campaign included a brand film that portrayed JFL as an ordinary organisation staffed by real people. We knew it was vital to disrupt clichéd perceptions and humanise the business, so the cast was comprised of local islanders.

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We also produced tone of voice guidelines that ensured that everyone creating content spoke with one voice.