SSAFA Big Brew Up 2015 Fundraising Campaign
PHA Media’s Charity team were tasked with launching and raising awareness of SSAFA’s annual Big Brew Up initiative for 2015, to encourage sign ups and donations.
The primary objective was to raise awareness of SSAFA’s annual Big Brew Up fundraising initiative across the UK, encourage people to sign up to hold a Big Brew Up and highlight the incredible work the charity does for Armed Forces personnel, veterans and their families. The Big Brew Up encourages people to take part in the nation’s most cherished pastime, and enjoy a cup of tea and cake whilst raising money for a great cause. PHA were tasked with creating a high profile PR campaign to generate extensive media coverage and brand awareness for the fundraising initiative to encourage sign-ups and donations.
Originality and creativity
PHA devised this campaign with two strong opportunities in mind; developing and owning a space within the fundraising arena and expanding the reach and attraction of SSAFA to a younger demogrpahic.
PHA noticed the Big Brew Up campaign offered a strong opportunity to engage with a wider and younger audience, than SSAFA’s usual target demographic. PHA devised the campaign utilising the consumer friendly aspect of the initiative to involve all genders and ages, without alienating the donor group, which would in turn build the knowledge and awareness of SSAFA further within the UK.
To do this PHA created a celebrity consumer PR campaign to encompass a number of house-hold celebrity names, alongside some engaging consumer-friendly feature angles, and real-life examples of how SSAFA’s work helps others.
Strategy and implementation
PHA implemented a star-studded PR campaign which involved a number of elements to meet SSAFA’s overall objective. PHA secured Coronation Street and I’m a Celebrity star Antony Cotton to be the official face of the campaign, due to his widespread appeal and his links to the Armed Forces. This enabled us to generate extensive and high profile coverage for the campaign across national and broadcast outlets.
To engage a younger demographic with the Big Brew Up campaign, PHA created a celebrity mug auction on eBay and called on popular household celebrity names to donate their favourite signed mugs alongside pictures of themselves. This activity allowed us to outreach to showbiz titles that wouldn’t usually feature SSAFA’s fundraising campaigns to target a new younger demographic.
PHA also worked with a number of SSAFA case studies to provide real life examples the invaluable work the charity does for Armed Forces families. PHA worked closely and sensitively with the families to find out how SSAFA has supported them and why the UK public should support the Big Brew Up. Working with real life families enabled us to generate case study placement across the national and regional spectrum with a credit and information on how to sign up to and support the Big Brew Up.
Finally, PHA commissioned a tea survey which looked at ‘Britain’s Top Tea Turnoffs’. This survey was commissioned to create engaging content to spark conversation and create the news agenda, whilst elevating awareness of SSAFA and the Big Brew Up amongst a wider audience.
Results and Evaluation
36 pieces of coverage was secured with the call-to-action to sign up to the Big Brew Up and donate, including the Metro, Mail Online, Daily Express, Daily Star, Prima and Yours.
27 celebrities took part in the celebrity mug auction including David Gandy, Amanda Holden, Kelly Holmes and Phillip Schofield which raised several thousand pounds for the charity.
Celebrity ambassador Antony Cotton appeared on a number of broadcast channels promoting the charity and the fundraising initiative including ITV Lorraine, Heat Radio and Magic FM. Antony was also featured in national newspaper The Mirror and popular weekly magazines New! Magazine and HELLO! Magazine talking about the campaign.