Tag: Greenpeace

Best charity marketing campaigns of 2018

I’ve selected 3 stand-out charity ads from 2018 which have each delivered creatively and used media partnerships to their advantage.

In first place, it has to be Iceland’s ‘Say hello to Rang-tan film’.
A great partnership and a timely focus on the issue of palm oil. Using Greenpeace’s film narrated by Emma Thompson, this is the surprise most watched Christmas ad ever online. Iceland’s launch was very ‘John Lewis’, supported by their own official Orangutan Plush toy on sale and other marketing ideas, like the use of a realistic animatronic orangutan lost on the streets of London, helping to highlight the issue. The ad was banned for broadcast by Clearcast for being too political, which was a PR blinder for Iceland, and helped drive interest in the issue of deforestation and the effects on habitats and wildlife in the production of palm oil. There was even a consumer petition to get the ad unbanned.  To Iceland’s credit they have decided to remove palm oil from all their products – a great combination of PR, social media and experiential marketing.


In second place,  the Samaritan’s ‘Small Talk Saves Lives campaign’.
Another educational and inspiring film about the issue of suicide on the rail track by the Samaritans. The hairs on the back of the neck moment is when you realise who the narrator of the film is – Sarah, who herself was contemplating suicide at a station when a passer-by took the time to check on her. We are told in the film that a little small talk really does save lives; for every life lost, six are saved by others taking small actions like this. With 6,213 suicides in the UK and Republic of Ireland in 2017, hopefully this campaign will show that people can make a difference. A great use of partnerships with the British Transport Police and Network Rail and a fine social strategy to spread the film organically on Linkedin and Twitter.


And finally, on a lighter note – Save the Children’s Jumper Day promotion.
This poster on the underground is funny and simple. Save the Children have made the Christmas Jumper Day stand out, quite literally by poking you in the eye. By signing up and donating £2 you can make a child’s future better. I hope this ad has worked well for them, and again good to see media partnerships with Amazon and Visa making this possible.

 

 

 

 

 

 

 

 

 

 

 

Wishing you all a positive, creative and healthy 2019.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Tips on creating your own Movember charity idea

Moustaches and sit-ups; charities understandably want a slice of the action from Movember (still going strong from its peak of raising a whopping £20.4 million for Prostate Cancer in 2013), the ALS Ice Bucket challenge (no kidding, in 2014 – 20 million took part and it raised £7m), the no make-up selfie (generating £2m for CRUK) and of course, to the current 22 sit ups a day for #22kill.

I don’t think this approach to engagement works well for all established charities. My tips on how to create your charity idea – your Movember are to:

1. Build your big idea around your content
– The thing that only you can do – that sets you apart, the reason people love what you do
– For instance, if you’re the RSPB, why not have an imaginary interview with migrating birds? “Where have you come from – what was the journey like, tell me about the Countries you’ve travelled through and the challenges you’ve faced?” And it can link nicely back to RSPB’s work, protecting habitats and wild places

2. Deliver a message that works with your supporter base
– Understand where they are on the supporter / audience journey
– For Greenpeace, a campaign could be around the ‘day in the life of a campaigner’, to inspire people to volunteer

3. Keep it simple and easy to deliver
– The more time spent crafting it, the harder it is to accept failure
– In other words, better to jump on something today that feels right, than spend weeks perfecting, to paraphrase the words of Lord Patton!

If your looking for your next big idea, build the messaging around what makes your offering unique, the thing that nobody else can do and make this work for your supporter base. This will deliver the awareness and engagement you need.

Read our thoughts on the Ice Bucket Challenge; Cool idea or skating on thin ice<./a>

Top ten charity campaigns of 2015

Well done to all those charities who have run bold campaigns in 2015. Not an easy year for the sector with many mergers still on the table, negative stories about about how charities operate in getting their vital funds, the debacle of the Kids Company closing and the Edelman Trust barometer showing trust in charities down 17%.

My top 10 charity campaigns this year are:

Greenpeace Awesome Again

It was good to see Greenpeace’s action in 2014 and mobilising millions to stop the Lego Shell partnership in 2015. Without Greenpeace, life would be much less interesting (and less organisations would be kept in check).

Je Suis Charlie

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Not a charity but certainly a cause, I’m sure most would agree the Je Suis Charlie events were a critical response to the threat against the freedom of speech, inspired by the terrible attacks in France on 7th January 2015.

This Girl Can

I loved This Girl Can campaign developed by Sport England as a celebration of active women doing their thing no matter how well they do it or how they look.

Big Issue Baristas

A very innovative and entrepreneurial way to diversify the work homeless people can do, by training them to make and sell cappuccinos – with eight carts in London, I wish it all the best.

Amnesty’s Virtual Reality ‘Aleppo’ Street

It’s tough bringing home your message and this campaign does just that with specially created headsets. It aims to transport people to a Syrian street to show the destructive effects of barrel bombs.

St John’s Ambulance ‘Chokeables’

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A brilliant idea, using regular ‘chokables’ as the main characters, with voice-overs from Johnny Vegas and David Mitchell, adding weight.

The Lord’s Prayer ad (Just Pray)

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The Church of England planned to run the spot before showings of Star Wars: The Force Awakens, opening on 18 December. As an aside, The Odeon, Cineworld and Vue refused to show The Lord’s Prayer ad . The spot launched the Church of England’s justpray.uk website, which encourages prayer and offers tutorials.

I Saw Your Willy / Share Aware

NSPCC’s great campaign encourages children to think about what they share online; with this campaign they have developed a partnership with 02.

Life-changing Learning

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The Open University has captured the strength of mind, effort and reward that comes from studying a part-time degree – a nice brand builder.

Unicef Snapchat of Nigeria

Unicef recruited Snapchat artists to redraw the pictures made by some of the 800,000 children forced to flee their homes in Nigeria, as part of a campaign to raise awareness of the horrific impact of the Boko Haram crisis on Nigerian children.

These charity campaigns are all brave and ambitious – but more importantly speak to us in a straightforward language, and in my view, increase the perceived value of the charities’ role on the issues. I believe they have every chance of driving new supporters and partnerships.

Wishing you all a great Christmas and New Year.

Giles Robertson, Director of Green Banana Marketing Ltd and independent Marketing Consultant, Marketing Society Fellow, Board Member, Marine Conservation Society

Follow him on twitter @gogreenbanana and Linkedin or email at Giles@greenbananamarketing.com

The very best charity marketing from 2014

The very best charity marketing from 2014

With so many amazing campaigns, it’s tough selecting the most innovative charity ads of the year. This is encouraging for the charity sector, even though it’s harder and harder for normal people to navigate through the various causes and lend their support.

Charities (and I guess their marketing agencies), have long understood that creating some kind of fame often increases share of mind and this hopefully leads to more support. Charities are often challenged by gaining the resources to support a new campaign. A strong business case helps, and entering the campaign into charity awards can fast track this. The campaign gets profiled in the brochure, 500 marketing folk hear about the charity and better still, if it wins, then profile pieces will be written. The charity may even become the agency’s charity of the year.

First up: NSPCC: ‘The underwear rule’

The underwear rule is a fantastic insight. It is a campaign devised by the NSPCC that provides a simple way to help parents keep their children safe from abuse. It’s simple for both parents and children to understand. This film perfectly captures the right tone and call to action. Well done to NSPCC.

Second place: CRUK ‘Play to cure’

What a great excuse to play a good game, when at the same time you’re helping Cancer Research UK’s scientists identify the DNA faults that could lead to cancer. Well done CRUK – lateral thinking at its best.

Third: Greenpeace ‘Tell Lego to dump Shell’

It’s good to see Greenpeace in action (and succeeding in stopping the Lego Shell partnership!)  Keep up the great campaigning work. Without Greenpeace, life would be much less interesting (and less organisations would be kept in check).

Fourth: Barnardo’s ‘The Nation’s Fridge Door’

Just love Barnardo’s virtual fridge, based on the idea that we all like to share our children’s pictures of robins and pirates, but not all children have parents who care. In every family’s household the fridge door is a symbol of a parent’s pride and support of their children’s achievements. Yet the UK’s most vulnerable children don’t have anyone to give them this support or record their successes.

That’s why Barnardo’s is asking people to turn the support they give their own children into the support for the children who have nobody. The drawings sent in by families were published on their virtual fridge, and a selected few were published in The Guardian and in Barnardo’s stores.

Fifth: Breast Cancer Awareness ‘Fitness Bra Cam’

Breast Cancer Awareness have done so much to change the tone of the issue – brightening it up and making it more accessible. This campaign is a perfect example of this.  In partnership with big companies, who helped them deliver a truly funny (and slightly awkward!) entrapment film!

Some new fame is worth having and these are great examples of charities taking risks but keeping their cause at the heart of the delivery. Well done to all and Happy New Year 2015.

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The optimism of action

 

It was back in 2005 that I launched the Marketing Society not-for-profit group – a small thought leadership group for charity marketing folk. The Marketing Society backed the new group and have been stellar supporters ever since of charity and cause related marketing. Little did I know then that the Society would honour me with a Fellowship all these years later. I have admired previous Fellows, and secretly each year at the ceremony, wondered how they managed to achieve their awards…

Receiving the award was a good moment to reflect on the charity sector and the work we’ve done. Above all else, the thing that stands out most is the real passion people in those organisations have for their causes and for making a difference. This, to coin the words of Greenpeace, has often meant “stopping wrongs”, which is not a bad thing to say about your day job!

A redefined Marketing Society vision is also more hands-on and about making a difference in your work; “inspiring bolder leadership” including the work to support sustainability and good causes.

Charities have also taken a long hard look at their visions to meet the needs of today’s demanding supporters who want more transparency and greater action. Macmillan are about supporting and being there for the journey with cancer, Oxfam are about changing lives for the better – lifting people out of poverty. Charities have become more action oriented around fewer issues, which is a good thing. Passion and leadership doesn’t have to come from the global North.  Companies like Unilever with their 5 Levers for change and the Fairtrade Foundation, addressing sustainability and poverty, have found that people care as deeply about sustainability in emerging markets such as China and Brazil, and these countries now bring great leadership and inspiration to the table.

And organisations like Amnesty have relocated their resources to be closer to where human rights abuses are happening.  There is no point in standing on the edge of the issue. I remember Blake Lee-Harwood at one event, Greenpeace’s then Director of Campaigns, telling us how Greenpeace ‘practiced what they preached’. Still guided by the words of one of the early founders, Harald Zindler – “the optimism of the action is better than the pessimism of the thought”. Today all members of Greenpeace staff are expected to ‘stop a wrong’ or to try and ‘replace it with a right’. It is simplicity and passion at work. Take their fight against Lego partnering with Shell, who are battling to dig up the Artic, and you see the same approach at work. Seb Coe talked about his role in bringing the Olympic games to Africa, one of his stated dreams, at a Marketing Society hosted evening. His vision is to make health and sport a part of everyone’s life and normalise disability in sport. I hope that the Marketing Society continue to play a pivotal role in inspiring people to see optimism and opportunity in life changing action.

Best 6 charity marketing campaigns from 2012 and announcing GBM’s new Shortcut series

As the first chilly month of 2013 draws to a close, we wanted to present our list of what we consider to be the best standout marketing from charities in 2012. We have selected six campaigns, which we think are bold and different in what has been a challenging year. Brave souls out there are doing the best for their charity brands and we applaud you all.

1. Save The Arctic
Save the Arctic, headed by Greenpeace, is a campaign to save the Arctic from industrial fishing and offshore drilling for oil. The campaign film, Vicious Circle  is narrated by John Hurt and has driven an impressive 2.4 million people to sign the petition, to have the Arctic region declared a sanctuary by the United Nations.

 

2. Plan UK recognition
Plan UK’s Because I am a Girl campaign which highlights the plight of the world’s poorest girls, used an interactive ad on a bus stop in Oxford Street. The advert used facial recognition so men and boys were denied the choice to view the full content, to highlight the fact that women and girls across the world are denied choices and opportunities on a daily basis.

3. St John Ambulance Helpless
A TV ad which had minimal media spend went viral, showing a young man surviving cancer, only to choke on some food whilst eating at a mate’s BBQ. Highlighting that up to 140,000 people die each year from choking – that’s as many as die from cancer.  As a direct result of the ad, thirty thousand downloaded the free First Aid app.


4. Compassion in World Farming Front Page
A large proportion of French farmers were expected not to meet the sow stall ban deadline, meaning thousands of sows would continue suffering illegally in sow stalls. CIWF tailored the ‘front page’ of a newspaper for supporters to complete and send to the French Ambassador.

 

 

 

 

 

 

 

5. Charity: water
Charity: water started three years ago with one man in the States giving up his birthday, spending it instead building wells in Africa. Since then the charity has grown using clever and arresting images, word of mouth, advertising, interesting events and exhibitions and social media. Their fundraising efforts involving celebrities such as Will Smith have been second to none.

 

 

 

 

 

 

 

 

 

6. Oxfam Africa
I love the fact that these print ads hit the press at the same time as Sir David Attenborough’s landmark series Africa.  A positive repositioning of how we see Africa as a country of bounty and great natural riches.

 

 

These are just some of things that inspired us from last year.  We will be using a selection of these case studies in our first ‘Shortcuts’ seminar series on Friday 1st March 2013. ‘Shorcuts’ is our free seminar series aimed at inspiring marketing managers to deliver even greater marketing in 2013.