Beatbullying Digital, Promo THE BIG MARCH by Arnold KLP London

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THE BIG MARCH

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Industry Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Promo & PR
Market United Kingdom
Agency Arnold KLP London
Art Director Debbie Ferguson
Released November 2010

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: BEATBULLYING
Product/Service: ANTI-BULLYING CAMPAIGN
Agency: ARNOLD LONDON
Date of First Appearance: Nov 15 2010
Entrant Company: ARNOLD LONDON, UNITED KINGDOM
Entry URL: http://www.beatbullying.org/bigmarch/
Associate Director: Karen Delaine-Smith (Arnold KLP)
Creative Partner: Andrew Watkinson (Arnold KLP)
Head of Digital Strategy: Stephen Beasley (Arnold KLP)
Art Director: Debbie Ferguson (Arnold KLP)
Digital Producer: Melanie Lowings (Arnold KLP)
Chief Executive Officer: Emma-Jane Cross (Beatbullying)
Head of New Media: Sarah Dyer (Beatbullying)
Director of Communications: Sherry Adhami (Beatbullying)
Media placement: Online - N/A - 15/11/10

Describe the objective of the promotion.
With 1 in 3 children being bullied every day in the UK, our aim was to cut through mass apathy and motivate children, parents, teachers, businesses, brands and celebrities to support Beatbullying, the champion of children’s rights, in their goal to propel the plight of victims and the vulnerable high onto the agenda of Government, as well as raising awareness of their unique peer-to-peer service, cybermentors.org

Describe how the promotion developed from concept to implementation.
Our idea was to deliver a petition of 100,000 signatures requesting a bullying policy review, right to the door of the UK Government - but in a way that had never been seen before.

At 8am on Monday, 15th November (the first day of Anti-Bullying Week), over 900,000 individuals, 34 celebrities, 75 brands and organisations who had added their names and personal avatar to the online petition, came together for The Big March to Downing Street. But their feet did not touch the streets and paths; they walked live across the homepages of 60 brands in the world’s first digital march.

Explain why the method of promotion was most relevant to the product or service.
In a society that increasingly lives online, our 21st century approach to campaigning allowed The Big March to infiltrate their world, and engage through a plethora of social medias that gave huge momentum and breadth to the campaign. When Archbishop Desmond Tutu signed up we knew it had gone global! In an environment where youngsters are cyberbullied, it felt good to turn the digital space into a positive place in which people could feel empowered to make a stand against bullying publically by joining a living, breathing movement that walked before the eyes of the world, the Government and the bullies.

Describe the success of the promotion with both client and consumer including some quantifiable results.
900,000 individuals, 34 celebrities including Lee Westwood, Sir Michael Parkinson, Louis Walsh, JLS and Pixie Lott (who donated her track ‘Get Weak’ as the campaign anthem) and 75 brands and organisations such as MTV, YouTube, The Sun, Mumsnet, Robinsons Fruit Shoot, Habbo, Orange (sixty provided the virtual path to Downing Street) took part in The Big March. With over £10m+ media coverage, donations of £175,000, and 112% increase in cybermentors.org users achieved, The Big March will be a platform for Beatbullying to rally the government and raise funds year-on-year. The Deputy Prime Minister has agreed to consider an Anti-Bullying review.