Details
Summary:
Each month, PRCA members share the experiences and insights they have gained through their work, and present award winning campaigns.
Event Type: Member Event
Address: Mischief, 60 Great Portland Street, London, W1W 7RT
Event Overview
In 2015 the nation’s connection to our coastline was at an all-time low– a big problem for National Trust, which relies solely on public donations to care for vulnerable British coastline. It was the 50th anniversary of the Trust’s coastal appeal and a big autumn fundraising push was planned. The brief was to get the nation to re-connect with the charity’s coastal cause, fast.
This multi-award winning campaign reframed the Trust’s coastal cause from ‘protecting 775 miles of coastline’, to ‘protecting 775 miles of memories’ and resulted in a six-month campaign where the nation wrote its own love poem to our coast, led by the legendary Dr John Cooper Clarke. It used paid, earned, shared, owned and loaned media to rally the public and shows the power of agency and client getting behind one powerful idea.
Mischief broke records for awareness of, affinity with and advocacy about National Trust’s coastal conservation work, the organisation was one of Aesop’s top 3 storytelling brands and became the charity most associated with the coast– beating RNLI (lifeboats) who’d unveiled their summer campaign the week before ours. They also raised £396,000 in direct donations and contributed to a 23% yoy increase in National Trust memberships.
This event is worth 15 points in the PRCA CPD scheme.
