Beatbullying Promo, Case study THE BIG MARCH by Frank Pr

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THE BIG MARCH

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United Kingdom
Agency Frank Pr
Released March 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: BEATBULLYING 2012
Product/Service: BEATBULLYING
Agency: FRANK PR
Media placement: Broadcast - Daybreak - 14th November 2011
Media placement: Consumer PR - Huffington Post UK - 14th - 24th November 2011
Media placement: Corportate Communication - Society Guardian - 14th November 2011
Media placement: Consumer PR - Mizz - 24th November 2011
Media placement: Consumer PR - The Sun - 22nd November 2011
Media placement: Consumer PR - Bliss - 1st March 2012
Media placement: Consumer PR - The Sun - 1st March 2012
Media placement: Broadcast - LIve with Gabby - 1st March 2012
Media placement: Consumer PR - Yahoo OMG! - 1st March 2012
Media placement: Corportate Communication - Civil Society - 1st March 2012

Summary of the Campaign
One organisation: Beatbullying. Taking on
one mission: To get the world standing up against bullying.

One Day – March 1, 2012
1m people marching to a virtual United Nations for children’s rights.

Why?

Bullying is a worldwide issue, with bullying online (cyber bullying) a large, and growing issue. Beatbullying wanted to use the internet for good and its clout as a major UK charity to draw the world’s attention to fighting bullying. We called for the United Nations to add bullying to the UN Convention for the Rights of the Child.

How?

We created The World's First Global Protest March, taking place on March 1, 2012.

Who?

Hundreds of organisations, schools and individuals from 98 countries across the world pledged their support. Every one of them built a mini likeness of themselves, in the form of a digital avatar, which set foot on the historic, digital march across the internet. Over 30 famous supporters from the worlds of politics, entertainment and sport joined including Stephen Fry and Desmond Tutu.

Corporate and third-sector partners, like Facebook, Google and The Sun, allowed The Big March (TBM) to walk across their websites showing industry solidarity for the cause.

Why it worked so well:

Digital protesting is the future of campaigning, a simple way to enable people to demonstrate their belief in a cause.

The Situation
Global research has revealed that 1 in 10 parents say their child has been cyberbullied and 75% of world citizens have said that cyber-bullying needs special attention (IPSOS Report 2012).

Beatbullying is an online anti-bullying charity which providing a safe environment where children receive 1-on-1, web-based support from their peers who are all trained to give counselling and support.

TBM first took place in 2010, operating only in the UK. In 2012 the march returned with a global mission: to united the world against bullying and ask the UN to add bullying to its Convention on the Rights of the Child.

The Goal
Create large-scale awareness of TBM and its aim to have bullying added to the UN Convention on the Rights of the Child (UNCRC).

Pragmatically, Beatbullying recognises that the road to enshrining bullying in the (UNCRC) is a long one, but the aim of activity was to build up a wealth of awareness via media coverage, sign ups from the general public and well-known names.

Ensuring well-known names, who are respected by Beatbullying’s stakeholders or looked up to by the young people which the charity helps, was really important. As was bringing on board major corporations and uniting the charity sector internationally.

The Strategy
A 3-phase strategy to deliver media coverage, sign ups to TBM and get well-known names on board:

1. Mass Awareness - Use the media to make young people, parents, teachers and the general public around the world aware of, and involved in, The Big March.
2. High-Profile Supporters - Unite high profile celebrities, opinion makers, charities and organisations around the world, and get them to sign up to The Big March 2012.
3. Lobby the United Nations - Push the UN to review the UNCRC through the weight of public interest.

Execution
Mass Awareness:
- Beatbullying ambassador Aston Merrygold, lead singer of band JLS, announced The Big March 2012 at the start of Anti-Bullying Week.
- Aston recorded a video asking people to sign up to The Big March.
- Aston tweeted about TBM to his 700K followers.

High-Profile Supporters:
- Approached well-known people and asked them to join The Big March, create a digital avatar and tweet their involvement.
- Including Stephen Fry, Pixie Lott, Kathryn Jenkins, the cast of Channel 4’s Hollyoaks and Archbishop Desmond Tutu.
- Worldwide organisations got on board each, allowing TBM to walk across their websites, including Google, Facebook, Disney, Clarks, Universal Music.
- International charities signed up including PEAS (Africa), Parentline (Australia), Child World Cancer and the GirlGuiding UK.

Lobby the United Nations:
- Used media coverage in press titles read by key opinion formers to drive the message behind The Big March.
- Connected with cross-party MPs.
- Brought on board global supporters.

Documented Results
Activity and Result
Number of supporters: £1,004,721m;
Countries represented: 98, including Brazil, USA, Australia;
Schools signed up: 350;
Corporations signed up: 31, including Facebook, Orange, Google, Universal Music, MTV, The Sun;
University students: 190,500;
Charities signed up: 44 including Diabetes UK, World Child Cancer Celebrity/well-known supporters: 30, including Stephen Fry, Archbishop Desmond Tutu and Sir Michael Parkinson.

Arch Bishop Desmond Tutu: “ I am thrilled to know that my involvement in Beatbullying’s The Big March 2012, the world’s first global march, will help promote positive change for the protection of young people against bullying across the world.”