davina 'beyond breaking point' - sport relief 2014. great comms campaigns i wish i'd...
Post on 21-Aug-2015
782 Views
Preview:
TRANSCRIPT
Dr. Tom Pey, Chief ExecutiveRLSB
The campaign I wish I had thought of
• The challenge saw her run, swim and cycle over 500 miles from Edinburgh to London.
• Started in Edinburgh on Saturday 8th February and finished in London on Friday 14th February 2014.
• All profits raised from the challenge were donated to Sport Relief.
Davina McCall:Beyond Breaking Point
• 24,000 swimmers and 100,000 runners took part around the country, raising a total of £6.5 million from Sainsbury sponsored challenges alone.
• Davina herself raised over £2 million from completing the challenge.
• Helped define Sport Relief as THE charity if someone wants to do sports related challenges.
• Opens up marketing growth in the Fundraising challenge income market that has increased in strength and importance over the last ten years.
How Sports Relief benefitted
• Moved her from a household name into a household hero
• Changed peoples’ attitude from apathy to affinity because she allowed them to expose her vulnerability
• QUESTION: Is there a point at which the Davina effect will spill over into other charities?
How Davina McCall's brand benefitted
• The challenge changed her public profile and upped her worth for future use for Sport Relief.
• Davina is now seen as a figure of inspiration and the face of extreme challenges.
Redefining Davina as a herorather than a celebrity
THANK
YOU
Visit the CharityComms website to view slides from our past
events, see what events we have coming up and to check out what
else we do.
www.charitycomms.org.uk
#commscampaigns
top related