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: Estee Lauder Companies, 1 Fitzroy Place,, 6 Mortimer Street, London, W1T 3JJ
Event Overview
This month’s Campaign Masterclass is with both the winners of consultancy and In-house Corporate Social Responsibility award: Estee Lauder and Taylor Herring
The Estée Lauder Companies masterclass will focus on their ‘Breast Cancer’ Campaign
The Breast Cancer Campaign is the Estée Lauder Companies’ largest philanthropic initiative, with which we aim to raise awareness, funding and resources necessary to create a breast cancer free world. Supporting women’s empowerment, wellbeing and health sit at the core of our business values, and are causes that our employees are both engaged in and care deeply for. The Campaign’s 25th Anniversary, in October 2017, provided an ideal opportunity to honour the legacy of the Campaign’s founder, Evelyn H. Lauder, while putting a firm stake in the ground to reaffirm its commitment: it’s time to end breast cancer. In 2017 alone, the Breast Cancer Research Foundation, also founded by Evelyn H. Lauder, invested more than £1 million in UK research, with nearly £10 million given to UK research since the Campaign began.
Taylor Herrings masterclass will focus on the campaign: The Knowledge+’ Creating London’s 4th Emergency Service with mytaxi’
The Knowledge+’ Creating London’s 4th Emergency Service with mytaxi was a ground breaking campaign for the black cab app mytaxi which built upon the world’s most famous taxi training course by equipping the company’s fleet of 17,500 London black cab drivers with the skills and knowledge to become first responders and potential life savers.
The campaign delivered a world-first taxi driver training course which saw first aid kits being fitted in black cabs as standard for the very first time. Results included worldwide media coverage and key hits across key London press including ITV London Tonight, BBC Breakfast, LBC, BBC London Radio, Metro and Evening Standard.
Business results were outstanding; 7.5% uplift in taxi bookings during the launch campaign period and 16.5% increase in app downloads delivering the biggest spike of 2017. The company also saw an 8.5% rise in driver registrations equating to 1,487 new drivers. The overall mytaxi London business grew 101% year-on- year in December 2017.
This event is worth 15 points in the PRCA CPD Programme.
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