THE BIG MARCH for Beatbullying

Adsarchive » Promo , Case study » Beatbullying » THE BIG MARCH

THE BIG MARCH

Pin to Collection
Add a note
Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market United Kingdom
PR Frank Pr
Released August 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: BEATBULLYING
Product/Service: ANTI-BULLYING CAMPAIGN
Chief Executive Officer: Emma-Jane Cross (Beatbullying)
Director of New Media: Sarah Dyer (Beatbullying)
Director of Communications: Sherry Adhami (Beatbullying)
Associate Director: Lucy Hart (Frank PR)
Senior Account Executive: Lizzie Earl (Frank PR)
Junior Account Executive: Tom Dudley (Frank PR)
Media placement: Filmed interview with Rich Piggin (Deputy CEO of Beatbullying) - Teachers TV - 23/09/2010
Media placement: Filmed - Pixie Lott Joins Big March - Daybreak - 04/11/2010
Media placement: Filmed- Richard Piggin and The Big March - itv1- Daybreak - 15/11/2010
Media placement: The Big March (Radio) - LBC Radio - 15/11/10
Media placement: Press Release - News Of The World - 14/11/10
Media placement: Press Release - The Sun - 15/11/10
Media placement: Press Release - The Daily Telegraph - 15/11/10
Media placement: Press Release - Metro - 15/11/10
Media placement: Press Release - Morning Star - 16/11/10
Media placement: Press Release - Daily Mirror - 18/11/10

Summary of the Campaign
Beatbullying wanted to achieve cut through during Anti Bullying Week (ABW). To deliver this Beatbullying and the PR company created a truly unique concept – a world first that no other organisation had done before...
THE BIG MARCH - THE WORLDS FIRST DIGITAL PROTEST

TBM was the first globally connected digital protest march taking place on November 15th, the launch day of ABW. People created digital avatars to join in and companies came on board to let the march walk across their websites.

Objectives:
Campaign for Government to consider an Anti-Bullying Review: Over 50 MPs joined The Big March and a deputation with Deputy Prime Minister Nick Clegg was achieved
Raise funds for Beatbullying: The campaign raised £174,000 for the charity
TBM to be the media focal point for Anti Bullying Week and boost social media awareness: Social media and website hits/ followers soared by 6,667% and coverage PRV came in at over £10m

To deliver this we devised a four phase strategy:
1. Partnerships with third sector bodies and private companies
2. High profile people to join The Big March
3. Pushing Government to consider an Anti-Bullying Review
4. Getting young people aware of and involved in The Big March.

The Situation
Beatbullying is one of a number of bullying prevention charities operating in the UK under the guidance of the Anti Bullying Alliance.

Each November the Alliance organises Anti Bullying Week as a campaigning focal point for the sector.

Beatbullying wanted PR to demonstrate that it is the expert charity on bullying whilst using the awareness week as a chance to reach out and help young people and drive change.

Galvanising business, organisation, governments, well-known people and young people into unified action was a core goal.

The Goal
The Big March’s audience was two-fold: young people who need to know where to go for support and advice when facing bullying and stakeholders who are best placed to make decisions on anti-bullying policy or to push for greater protection of young people.

The goals for PR were to:
- Campaign for Government to consider an Anti-Bullying Review
- Raise unrestricted funds for Beatbullying
- Position TBM as the media focal point for Anti Bullying Week and boost social media awareness.

The Strategy
Strategy:
A four tiered strategy:
1. Create partnerships with third sector bodies and private companies - Approaching organisations to join The Big March and allow marchers to cross their web pages, creating content for The Big March virtual park
2. High profile people on board to join The Big March - Asking high profile and influential people to join The Big March and create their own marching avatars
3. Pushing Government to consider an Anti-Bullying Review - gathering petitions to demonstrate strength of support for The Big March’s calls for an Anti-Bullying Review. To spur reaction, data was released indicating that many young people felt 'unsafe' at school (71 per cent)
4. Getting young people aware of and involved in The Big March - Develop great content to entertain, excite and speak to young people via traditional media and social media channels.

Execution
1. Create partnerships with third sector bodies and private companies:
Over 60 organisations allowed TBM to cross their websites. Organisations also built tents containing information on TBM online muster point.
Organisations involved ranged from The Sun, YouTube, Facebook, AOL, TOTAL, Google and Office of the Children's Commissioner as well as partner agencies.
2. High profile people on board to join TBM: Well-known people were approached to create their own avatars including Freddie Flintoff, Pixie Lott and Archbishop Desmond Tutu.
3. Push Government to consider an Anti-Bullying Review: TBM supporters signed a petition which was given to Deputy Prime Minister Nick Clegg at a face-to-face meeting. Over 50 MPs also added their support.
4. Get young people aware of and involved in TBM: BRIT nominated singer Pixie Lott was approached and agreed to provide her unreleased track 'Get Weak' as free to download anthem for TBM.

Documented Results
Beatbullying made World History with TBM - a pioneering step for campaigning.
1. Campaigning for Government to consider an Anti Bullying Review: TBM received support from 50 MPs and a meeting with Deputy PM Nick Clegg
2. Raise funds for Beatbullying: TBM raised £174,000
3. Make TBM a media focal point during Anti Bullying Week: Total campaign
- PR Value - £10,554,650 and ROI of 302:1
- 27 celebrities joined the campaign
- Facebook engagement went from 1,471 to 47,076 (3,100%)
- Twitter followers rose by 191% (from 2,250 to 6,545)
- Traffic to Beatbullying.org and CyberMentors.org.uk rose by 3,264% and 112% respectively
- Broadcast coverage included: a cross BBC outlet partnership, Sky, Daybreak, -Lorraine, ITN, Channel 4 and Channel 5
- Emma-Jane Cross, CEO, Beatbullying: "We created history together with a phenomenal PR machine working at 100mph. This campaign has helped thousands of young people and its impact reverberates through the corridors of power."