Life is all about timing. Just as we were thinking about our PR plans for a children’s charity that we support called VITAL, an email drops into our inbox from the editor of The Drum inviting us to be a Fringe Partner for this year’s Do It Day event. With the whole premise of the day being about the collective power of the industry working together to help change the world, Do It Day sees some of the world’s biggest brands and charities harnessing the expertise of agencies and marketers alike to solve a set challenge – all in the space of a day. How could we say no?
With all their plans in place following Plan It Day, the challenger teams gathered at the IBM building on the Southbank ready to kick off their day of doing.
IBM, Coca-Cola, Airbnb, NSPCC, Dixons Carphone and Amnesty International (to name but a few of the challengers) headed to their rooms (and some teams headed to the streets) to bring to life their ideas and campaigns. Throughout the day, the creative from these campaigns were displayed on the iconic advertising space at Piccadilly Circus, publicising the event and the challenges.
As the day came to a close, both companies and charitable partners came together to present their progress to the group at the IBM Centre on South Bank.
Coca-Cola had chosen to tackle the problem of littering in London with a campaign entitled ‘Talking Rubbish‘. Video footage was captured during the day of hilarious pranks throughout the city with talking litter shouting to passers by in parks, alerting them that litter belonged in the bin.
With such a high level of campaigns created this year, two winners were chosen by the jury from the ‘Marketing Can Change the World‘ team. The first winning campaign was a new app created by IBM called Searchlight, which was developed for the police force enabling them to speed up the process of searching for missing people.
The other winner was a thought provoking advertising campaign created for the NSPCC, showing parents the harsh reality of the ‘grown up’ problems facing children and teenagers these days and how their Childline support service is helping these children.
Our challenge for the day was to communicate what we’ve been doing for VITAL and ultimately to raise awareness for this amazing charity where 100% of donations go direct to the projects in Kolkata, India, helping to change the lives of thousands of impoverished and vulnerable children in the region. Throughout the day, we were sharing photos of VITAL on the ground in India along with examples of our work, including the new look and feel for VITAL’s website (which will be launching at the end of this month) as well as sharing the corporate sponsorship document we prepared.
Brought on to give the charity strategic direction for their fundraising efforts, Bulletproof has been supporting VITAL for just under a year, both as a corporate sponsor and through brand and design consultancy, looking at brand positioning, fundraising focus and and tone of voice manifesting as a presentation to take to potential corporate sponsors and a brand spanking new website aligning with the new direction.
It was a proud moment seeing our video being shown during the final round of presentations at Do It Day. Thanks to The Drum, we’ve had the opportunity to share VITAL’s story on such a poignant day, knowing that we are all doing our bit to help make the world a better place.
Bulletproof’s Do It Day challenge was featured on The Drum’s website. Click here to read all about it.
Blog written by Debbie.