Since 2010 Aviva UK has been supporting Railway Children through their CSR programme Street to School. Railway Children are an international charity helping runaway children. Every year, in the UK alone, around 100,000 children – a third of who are under 12 years old – run away from home. Railway Children offers invaluable support to these street children, many of who find themselves living rough.
Aviva wanted to support Railway Children and asked us to develop a strategy. Working closely with Aviva, Zenith Optmedia and H&K, we created ‘Street Dance for Change’, a dance-orientated video campaign featuring ‘Britain’s Got Talent’ winning act, ‘Diversity’.
Streamed on a dedicated ‘YouTube’ channel http://www.youtube.com/user/StreetDanceforChange viewers had the chance to win amazing prizes by uploading their own freestyle videos. And every time someone viewed a submitted entry, Aviva donated £2 to Railway Children. In addition to the YouTube channel a Facebook app helped support this and drive further engagement and awareness for this campaign – to view the app visit http://www.facebook.com/AvivaUK?sk=app_218490631542860
In conjunction with hard-hitting online advertisements targeted at adults, the campaign generated enough engagement for Aviva to donate £100,000 to this most worthwhile charity and for us to win the 2012 Marketing Society Award for the best Cause Related Marketing 2012.