Clean Break
Modular Video Campaign
Sector: Theatre / Criminal Justice / Training
Channels: YouTube, Facebook & Instagram
Who are they
Clean Break is a trailblazing theatre company that uses theatre to transform the lives of women with lived experience of the criminal justice system or who are at risk. Alongside its creative work, Clean Break runs specialist training for artists, facilitators, and frontline workers.
The Brief
Their initial enquiry was for a series of videos aimed at two core audiences: women with lived experience of the criminal justice system or who are at risk, and professionals working in relevant fields. Due to the nature of the organisation and their audience, the project demanded a sensitive and respectful creative approach.
The Results
ROAS (Return on Ad Spend)
%
ROI (Return on Investment)
%
Ticket buyers attributing bookings directly to the ads
%
Uplift in website visits during the campaign vs. previous period
%
Increase in newsletter signups vs. the preceding month
The Challenge
Clean Break approached us to create engaging promotional videos to showcase their training courses and to be featured on their website. While their original brief was focused on a traditional video series, we saw an opportunity to pivot the scope: delivering a modular, evergreen advertising solution that would give Clean Break full control to update and repurpose content in-house.
This work came with unique sensitivities, including providing an all-women crew – both to respect the nature of the stories being told and to adhere to filming within a women’s-only space. The creative approach needed to align with Clean Break’s style while also appealing to a more corporate training audience which was a strategic direction for the theatre company.
Our Solution
- Delivered videos tailored to multiple courses, balancing visual creativity with clarity and professionalism
- Provided presentation coaching via a professional coach and two one-hour calls to help speakers feel confident and prepared on camera
- Used an all-women crew, aligning with Clean Break’s values and ensuring a comfortable environment for filming
- Created modular, ad-first video content optimised for Meta platforms (click on the link to learn more about modular video)
- Delivered video assets as Canva templates, enabling Clean Break to easily add course-specific dates and details
- Developed a flexible video library Clean Break could reuse and update for future campaigns
Why It Worked
- Empowered Clean Break to independently create timely, relevant ads
- Ultra-targeted and visually compelling videos
- Evergreen content reusable across campaigns
- Careful handling of subject matter with an all-women team and professional coaching
- Strong alignment with Clean Break’s mission and audience sensitivity
This campaign exemplifies how strategic creativity and modular content can empower organisations like Clean Break to grow audiences, drive bookings, and build sustainable, in-house marketing capabilities – while handling complex and sensitive subject matter with care.
The Bold Difference..
- Our producer’s proactive experience attending one of the theatre productions provided a genuine understanding and feeling for the company, which is evident in the resulting videos.
- Our sensitive approach and all women crew built trust with the presenters, resulting in eLearning videos which are engaging to watch.
- Our modular video solution allows the client to adapt ad copy as simply as changing text on a Google ad. They can continue to make the most of video advertising without having to come back to us for revisions. They can test different ad copy to optimise their campaign(s).
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