2. Cancer Research UK’s SunSmart
Campaign – Skindividual
Engaging teenagers with sun-protection
messages
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3. Insight
• Our research showed that this age group doesn’t listen to ‘the adult voice’
• Behaviour is largely driven by their peers but they also aspire to express themselves
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• This paradox that provided a means for us to infiltrate their lives
4. So what did we do?
SKINDIVIDUAL
• Created a money can’t buy prize for teens – a gig put on exclusively for you and your entire social
network
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• Embedded campaign messaging in questionnaire, microsite and all campaign materials
7. Social media
Celeb endorsement, free banner ads and a hard-working social
media campaign supported the other activity driving further sign ups
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to the campaign
8. The gig
The lucky winner enjoyed a private gig for their own 500 person-
strong social network, with Skindividual icons Ladyhawke, New
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Young Pony Club and Bombay Bicycle Club
10. The campaign in numbers
X Factor’s Diana
67 pieces 5 powerful films Vickers told
of branded 254,000
made by people
coverage Facebook fans
in the campaign’s about our
age group, campaign
reaching over
100,000 people
Scott
Mills’ (Radio1)
tweets
reached over
63,000 people
500
people In total, our
campaign created
partied more than 72
10 pieces of together million
broadcast opportunities to
coverage
at the gig
see/hear our
reaching 27 messaging
million people
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11. Wasted Youth
Raising awareness of young male suicide
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12. What we did
Tapped into the statistic that there is an average of two suicides a week in British prisons.
At the same time, Walk the Line, the Johnny Cash biopic was receiving much media
attention. So Unity suggested staging a Johnny Cash style prison gig. Originally we
wanted to feature Babyshambles, the voice of disenfranchised youth. Controversial but
relevant as the the brothers of both Drew and Steven Street committed suicide. Heavily
lobbied the government - Jack straw said no to Doherty, but yes to gig. We brought on
board Dirty Pretty Things and The Enemy, bands spanning the relevant age group, and
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staged first ever indie/rock gig in a British prison
14. The campaign in numbers 2 European
SABRE
1,500
Facebook awards won
31% recognition and
of the campaign MySpace
and messages members
among the
target audience
14,000 hits
1 PR Week on YouTube
Not for Profit
campaign of
the year award
4million – reach won
of multimedia
content for
Orange and ITV 90% increase in
traffic to support
services
126 pieces
following the
of branded
campaign
coverage
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15. Crisis Consequences
Raising funds and winning the hearts and
minds of the urban youth
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16. Unity was challenged with creating a campaign which would resonate with a savvy
and cynical audience. Crisis Consequences was born – a track / gig combo with a
twist - each layer of the song was recorded by different artists without seeing
what went before, like the child’s game ‘Consequences’. It was a novel twist
on the clichéd charidee record – people backing the campaign can help…the
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consequence of buying the record!
17. The great and good of indie rock
Paul Weller, Beth Ditto, Supergrass, New Young Pony Club, Reverend and the
Makers, Dirty Pretty Things, The Enemy and more joined the Consequences
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supergroup
18. We maxed out media
opportunities with stunts,
‘leaked’ stories about the
record and interviews with
the artists
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20. Grass roots
We got to the core of the fan
base with grass roots events
in Indie heartland, Camden.
One of which was a
Consequences bingo in the
unity Lock Tavern
22. We posted the song on DIY mixing site U-MYX for fans to assemble
their own version using the separate layers - Gaz Coomes’ vocals, Paul
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Weller’s guitars etc
23. The song…
The single was released by Parlophone in April 2008 on CD, download
and 7” picture disk formats. It reached number 14 in the HMV charts
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and was a Top 100 UK single
26. The campaign in numbers
1,695 U-
£160k
75,000 MYX’S raised
views of made
the cross-
track
projection
412 pieces of
49,000 film coverage with
viewings 625million
OTS
A fifth of
21% would be And 15%
ABC1 16-34
proud to tell would now
year olds
friends that they consider
were aware of
support Crisis donating
the campaign
regularly
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27. Sound off for Justice
The Law Society
Campaigning against the proposed cuts to
Legal Aid
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30. Rhythmix, the charity which provides music tuition to children, was embattled
with Syco after one of the X Factor girl groups assumed the same name.
Despite the group changing their name to Little Mix, the dispute caused the
charity to lose £8,000 in legal costs which Syco refused to pay. Outraged at the
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unfairness, Unity offered its support pro-bono
31. Unity set up a text donation
mechanic and launched a media
and social media campaign over a
weekend – to coincide with the
chatter that X Factor was creating.
Using the hastag #cowellmustpay,
we hijacked the buzz and
encouraged people to donate to
the Rhythmix text service rather
than vote for X Factor acts. In
addition we created spoof video
content of using the Alistair
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McGowan impersonating Simon
32. Unity garnered heavyweight celebrity support:
Stephen Fry, Paul Epworth, Pearl Lowe, Lucy Rose, Simon Price, Jason Gardiner
Armando Iannucci, Adam Ficek, MP Caroline Lucas, Lisa Moorish, Get Cape Wear
Cape Fly, God is In The TV, The Quietus, Ben and Jerry’s UK, CMU, New Young
Pony Club, Storm Lee
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33. Media coverage ranged from nationals like Metro, Yahoo and
MSN to political blogs like Left Foot Forward and influential music
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publications like The Quietus & Subba Cultcha
34. It took a week for Cowell to pay up and
in addition…
We secured an 1,988
official quote #cowellmu
Facebook
from Stephen stpay
likes
Fry which we hashtags
increased
used to keep by 475%
the conversation
going
Weekly
666,000
active users
hashtag
increased
impressions
by 515%
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