Yesterday saw the launch of something a bit different and very special – the new Aviva Street to School 2011 national campaign.
What is Aviva S2S?
Street to School is Aviva’s core corporate responsibility programme and we are the lead strategic and creative agency for all things S2S in the UK. Aviva supports street children projects in the UK and around the world, with the aim of helping 500k street children get back in to education or training by 2015. In the UK, Aviva's charity partner Railway Children is dedicated to supporting vulnerable children living alone at risk on the streets, where they suffer abuse and exploitation.
What is the new campaign?
The campaign maximises online channels to create a national campaign and utilises different messaging and creative to two different audiences.
For the youth audience, we utilise a link-up with dance group Diversity to create Street Dance for Change. The aim is to encourage social interaction via YouTube and Facebook. They can win Diversity tour tickets and a chance to meet the group by uploading their own dance videos and Aviva will donate £2 for every view to uploaded videos.
For the adult audience, we are raising awareness with hard hitting online advertising, again linking to Facebook as a hub and completing the circle by showing how they can let their kids get involved. Again, Aviva donates £2 but this time for the amount of ‘sharing’ users complete.
We completed all the strategy in conjunction with H&K and ZenithOptimedia and all creative including a YouTube brand channel.
You can visit the channel and watch uploaded videos and remember, for every video viewed Aviva will donate £2 to Railway Children, UK charity partners of the Street to School programme. So, please click above and support a great cause.