Proximity was briefed to create a theme for this year’s Save the Children fundraising week, running from 25th April to 1st May, to sit within their umbrella theme of Education, with the aim of generating £1.25 million.
Proximity created the theme idea of ’Skip a Treat’. The idea being that people could give whatever their idea of a treat was, large or small.
Posters were displayed in Underground stations, churches, schools and Save the Children shops. A direct mail pack, enclosed in a chocolate wrapper, was sent to 300,000 current supporters from Save the Children’s database. Ads ran in the Evening Standard and Metro, plus online ads on sites such as lastminute.com, e-bay.co.uk and thisislondon.com. 300,000 inserts were distributed in the Guardian.
Proximity London’s digital team created a microsite for Save the Children to encourage interaction and data capture opportunity.
Proximity London supported the campaign with CEO Chris Thomas couriering 180 sandwiches to key advertising industry figures, encouraging them to skip lunch and give the money to Skip a Treat. Those who responded were included in an ad in Campaign, further publicising Save the Children week.