Orchestrating a Twitter takeover for a good cause to reach over 6.2 million people through zero media spend.
The Children’s Hospital Trust (the organisation established to raise funds for the Red Cross War Memorial Children’s Hospital) adopted ‘Leave Your Mark’ as a messaging platform for their communication which sprang to life in March of 2019 through a TV, radio and PR push.
When the Trust appointed us to keep the momentum going and drive their awareness and fundraising efforts shortly after, we immediately saw an opportunity with the then upcoming South African national elections.
We orchestrated a takeover on election day where we filmed endearing ‘thank you’ messages from the children in the hospital and tweeted them at celebrities, influencers and those posting their voting selfies on Twitter.
We inserted the hospital into the positive and optimistic online sentiment, positioning the hospital as a place of hope. Our efforts were extremely well received and shared to an audience exceeding 6 million in reach. All with zero media spend.
Awarded at the 2020 World Independent Advertising Awards (WINA)
Awarded at the 2020 World Independent Advertising Awards (WINA)
Effectiveness - Public Services (Silver)
Better World - Causes (Bronze)
Better World - Causes (Bronze)
