1. Marie Curie Working the Extra Hour Challenge Solution Results
The October clock change provided a unique opportunity for Marie Curie to draw attention to this extra hour of commitment from their nurses and raise awareness of the charity’s work.
The challenge for media was to find a way of behaving that would begin to communicate some of the fantastic work that Marie Curie do within the framework of the extra hour the nurses are working…. at a low cost!
Solution
We rallied high profile brands and media owners to be a part of a special moment by donating an hour of their advertising space to raise awareness around Marie Curie nurses working through the night. To raise money, the copy would ask potential supporters to donate £5 via text.
As well as securing free advertising space across 31 posters and 400 Taxi Tops, we also took over the iconic Piccadilly Lights with the Piccadilly One screen dedicated to the campaign and all other screens, with brands such as Coca-Cola and Samsung, turned yellow for the hour.
Results
945 text donations
60% uplift on social media mentions of #MarieCurie
Google searches increased by 80% that week and 33% month-on-month increase in all traffic to the website (45% year-on-year)
52,000 impacts and over 670,000 earned media impressions were delivered that hour
Press and social coverage from the Evening Standard Online, UK Fundraising, Charity Today, Nursing Times and Nursing Standard
Total amount raised equated to 236 hours of nursing care