Cut-It-Out, Vodafone UK & threepipe


  • Reduce mobile phone bullying amongst 13 - 17 year olds
  • Encourage teenagers to think responsibly about mobile phone usage
  • Deliver practical advice to teenagers on coping with bullying and
  • helping others who are being bullied
  • Educate teachers and parents on how to support affected children
  • Position Vodafone as making a positive contribution to tackling
  • mobile phone bullying
  • Work within a total budget of £65,000, delivering a minimum ROI of
  • 5:1 based on equivalent media value

Target Audience:

  • UK teenagers with a primary audience of girls aged 13-16 years
  • Secondary audience of school teachers and parents

Approach and Solution:

  • Threepipe created the Vodafone ‘Cut it Out' campaign, at the heart of which was a competition inviting teenagers to submit storyboard ideas for a short film highlighting positive responses to typical bullying scenarios - the winning idea would be made into a short film
  • To give the campaign additional credibility and substance, a partnership was forged with BeatBullying charity(
  • X Factor winner, Shayne Ward, was signed up as the campaign ambassador (in exchange for a donation to BeatBullying). Shayne was chosen for his appeal to the teenage audience and for his personal experience of bullying as a child
  • A campaign micro site was created with competition details and content from BeatBullying for those seeking help
  • Media partnerships with Bliss magazine and were set up to ensure a strong presence in key target media
  • A further partnership was struck with Vue Cinemas (at no cost) to distribute the winning film
  • Additional exposure for the campaign was achieved via the
  • Vodafone customer magazine
  • An HTML mail shot was sent to all UK secondary schools to generate awareness of the campaign and encourage entry into the competition, with classroom materials on bullying available via the micro site
  • The three winning story board entrants were invited to London to turn their ideas into real films, working with professional film-makers
  • The three films were posted on the Bliss, YouTube and Vodafone websites, with consumers voting for the overall winner. This stage of competition was promoted using Claire Cooper, a Hollyoaks actress involved in a bullying story line on the TV show
  • The winning film was chosen and screened at all Vue cinemas on big screens and on foyer TV screens, as well as being available for Bluetooth download straight to mobile phones from Vue cinemas
  • Overall budget £32,000 in fees and expenses, plus £30,000 donation to BeatBullying charity


  • In excess of 80 pieces of coverage delivered with a total potential reach of 74 million
  • All coverage carried key messages about bullying, the campaign and Vodafone's proactive approach to ‘cutting it out'
  • 25,000 visits to the campaign micro site
  • Vodafone branded winning film seen by an estimated 400,000 teenagers across 62 Vue cinemas
  • A total of 300,000 mobile downloads expected from Vue cinema foyers
  • Total media value estimated at £532,000, delivering a ROI of 8.6:1
Think before you print! Save energy and paper! Do you really need to print this page?
Fee Income
Drag here
  • This field should only be completed by the individual with responsibility for your company's PRCA membership.
  • NB - Once you check the box to the left of this field and click update this figure is fixed for the entire year.
  • Fee income is defined as fees or income arising from time spent on carrying out public relations consultancy work plus any mark up and any handling charges or profits made on disbursement or expenses.
  • This figure
    1. will be used to calculate your membership subscription fee for 2009
    2. will be published on the PRCA website and in the yearbook.
  • This figure must include the fees from any subsidiary companies but not associated companies (see below).
  • If you are bound by Sarbanes-Oxley please select that accordingly, we will contact you individually about your fee income.
Holders of public office
Drag here
  • Please list any employees who hold any public office including members of House of Parliament, members of local authorities or of any statutory organisations or bodies who are full- or part part-time directors, partners, staff, special advisers or consultants retained by the consultancy
Subsidiary companies
Drag here
  • These companies are entitled to the same benefits as other PRCA members, they must abide by the PRCA Professional Charter and Codes of Conduct and their fee income must be included in the fee income field above.
Associated companies
Drag here
  • These companies are not included in your membership and as such do not benefit from PRCA member benefits. These companies are not covered by the PRCA professional charter.
Current clients
Drag here

The clients listed in this section are those which retain a consultancy on a continuing basis to deal with their public relations either in a specialised area or as a whole. One asterisk (*) against a client's name indicates that the consultancy has been retained by that client for three years; two asterisks (**) indicate that it has been retained for at least five years. Clients served on an ad-hoc basis are listed separately.

Adhoc clients
Drag here

Clients for whom you have undertaken work in the last twelve months on a project rather than a retained basis

Conflict of interest clients
Drag here

NB This will not appear as a separate list in the yearbook.