BRIEF: To create a consistent and coherent Corporate, Social Responsibility

strategy for Ferrari North Europe.

STRATEGY: 50 seriously and terminally ill youngsters, nominated by Starlight and

automotive charity BEN, were to be driven around the Silverstone Circuit in Ferrari

California cars by professional drivers, members of the BRDC’s ‘SuperStars’ scheme

and celebrities. Jori White PR’s pre-planning programme included management of

the charities and eight sponsors; coordination of attendees; risk assessment and

CRB checks. Families who had agreed to take part in publicity were interviewed and

detailed case studies prepared. Pre-event interviews with the children and their

families were then conducted.

RESULTS: The event took place in May 2010 and was a huge success. Regional

coverage was all-encompassing, while national media included ITV, Metro, Daily

Telegraph, First News (a report by 7-year-old participant Drew James) and Heart

FM. FNE’s original objectives were not only fulfilled but exceeded. A second event,

held in conjunction with The Variety Club and BEN, took place on 26th July 2011,

with a third planned for September 2012. The Ferrari California Experience is now

the focus of Ferrari’s CSR programme in the UK.