The Entrepreneur and Business team dusted off our dinner jackets and evening dresses and headed to Brighton to attend the PRCA DARE Awards where our Tenner Relay Campaign for Young Enterprise was shortlisted for two categories.
The campaign, which ran between February 4th and February 28th 2014, saw a single £10 note travel between ten schools throughout Britain, each having just 24 hours to turn their tenner into as much profit as possible before the £10 note was passed on to the next school.
We were extremely proud to be shortlisted for the Campaign Challenges award and the Media, Marketing and Measurement Award facing fierce competition from big campaigns for the likes of The London Shard, 02 and Simon Cowell – at the event held at the Hilton Metropole.
The key objective for The Tenner Relay was to increase the overall number of pupils registering for the Young Enterprise Tenner Challenge; a month long competition that pledges £10 to school pupils and encourages them to use their creativity, imagination and enterprise skills to turn a profit throughout the month of March.
PRCA recognised our success after we smashed the targets set by Young Enterprise with a total of 509 schools registering for the Tenner Challenge, which was a 49% on registration in 2013. In total, 261 new schools registered which was a 196% increase on 2013 and the total number of young people who registered was 29,604, a 14% increase on 2013.
The spike in numbers came from the team securing an impressive 39 media articles across the 10 regions in just 24 days, including live interviews for participating pupils with BBC Breakfast, BBC Radio Five Live and BBC Radio 2.
From a single £10 note, the school children of Britain turned a staggering combined profit of £4578.49. Every single school that participated turned a profit and each school donated their proceeds to their chosen charity.
Unfortunately we didn’t come home with a prize, losing out to some high budget campaigns, but certainly felt like winners nonetheless for the recognition by the PRCA of a campaign that we are all incredibly proud of.
Kate Corry, Head of Communications for Young Enterprise said, “We’re all hugely pleased just to be shortlisted for these awards against much bigger charities and organisations with vastly superior budgets. Also the coverage we’ve seen of late during the Tenner Relay and afterwards simply hasn’t happened before. The Relay is definitely our most successful campaign to date and that’s down to your hard work and how lovely you all are to work with.”