Magazine article Marketing

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Cause-Related Marketing

Magazine article Marketing

MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Cause-Related Marketing

Article excerpt

WINNER

Brands: Aviva and Railway Children

Agencies: Hill+Knowlton Strategies, ZenithOptimedia, Balloon Dog

Aviva's Street to School programme knits together the insurance brand's purpose of providing security to customers with the need to do the same for vulnerable children. Aviva first partnered with charity Railway Children in 2010, and aims to help half a million children living or working on the street to get back into everyday life by 2015.

Through its partnership, Aviva aims to raise awareness of the issue of child runaways, as well as driving employee engagement and positive brand differentiation. Launch activities included a national sleepout involving Aviva staff, and the company went on to integrate Street to School branding into its existing marketing, including direct mail and interactive TV. It also gave customers the opportunity to donate to the charity at point of sale.

A youth-targeted digital campaign, Street Dance for Change, encouraged young people to help other young people, with a video featuring dance group Diversity. It included a competition; Aviva donated pounds 2 for every entry raising a total of pounds 100,000 in three days. The activity, which was paired with a hard-hitting awareness-raising campaign aimed at adults, saw prompted public awareness of Railway Children rise from 5% to 6%.

Since 2010, Street to School has directly helped 1,493 at-risk children and reached an additional 32,114 through educational work. …

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