Tag Archives: brave

#StayAlive: life-saving technology

24 Jun

When it comes to PR, charities are pushing themselves harder than ever to get noticed – and it’s paying off.

From WaterAid’s social media waterfall to Macmillan’s tube strike tweet, charities aren’t just sticking to their marketing strategy, they’re also going after ‘quick wins’, which is putting pressure on press teams to generate more column inches.

Having said this, I was surprised to see that Grassroots, a Brighton-based suicide prevention charity, is launching a new app next month called #StayAlive.

The app, not to be confused with the British Heart Foundation’s Bee Gees‘ inspired Staying Alive campaign, will offer support to people who feel suicidal.

Up to 4,400 people in England end their own lives each year, and 10 times this number attempt suicide, so why am I so shocked?

It’s one thing for a charity to empower you to save a life – whether that’s through a quick dose of CPR, donation or volunteering opportunity – but it’s another story to encourage people to keep living. It’s brave and the reality is that it’s a partial solution to a growing problem.

How will the app provide support?
1) Using location data to identify local services
2) Encouraging users to upload positive images to remind them of happier times
3) Advising on what those thoughts might mean and how to overcome them

My issue is that the apps on my very old iPhone are split into various categories: social, news, entertainment, lifestyle, shopping and utilities. So, I’m not entirely sure where #StayAlive would sit on my desktop. And, if I did need to refer to it, how often I’d revisit. And, if I was experiencing mental health issues, would I seek comfort in an app?

But, for a digital generation that’s logged on 24/7, there is some logic in the fact that our phones – a simple photo or a quick call – could mean the difference between life and death.

But, the one thing Grassroots lacks is maximising its social media presence. It took me a while to find the charity on Twitter – not ideal when the app name is actually a hashtag!

However, the charity’s already got the backing from regional newspaper The Argus and works closely with key stakeholders. But, I predict that it’ll get a lot of questions from the media on launch day about its innovation. So, it’s a prime opportunity to boost followers and starting conversations by setting the agenda.

After all, how often does a regional charity get to do that? This is definitely a campaign to keep an eye on.
<br /20140624-220709.jpg

Advertisements

Phone boxes are a dead ringer for Lipton Ice Tea

19 Apr

20140419-101945.jpg

Have you noticed anything different about your local phone box recently? Of course not. No one gives phone boxes the time of day anymore. So, it’s surprising that Pepsi has used them as part of its latest marketing campaign.

Pepsi’s Lipton brand has taken over 5,000 ‘street kiosks’, close to convenience stores, to promote its Peach Iced Tea drink. And I must say, it looks good. But, I don’t think it’s enough to make me, or any other young person, buy a bottle.

That’s why Lipton’s partnered with KISS FM, to prompt interaction, by encouraging people to answer the phone inside a special ‘booth’ when it rings for a chance to win prizes. But, is this London-centric competition enough to give Lipton a good return on investment?

20140419-102015.jpgWhen growing up my friends and I would ring 118 500 to find out local phone numbers (exciting I know!) In more recent years the only time I’ve used one is after I was mugged and needed to ‘phone home’.

I’m not the only one turning my back on local phones. An average of just one call is made each day from the 58,500 phone boxes left in the UK. So, it’s no surprise BT is rapidly losing money from them.

Which leaves me to ask the question: id no one’s using them, is anyone noticing them and is it worth taking the risk?

The campaign’s saving grace is that Lipton’s supported it with a social media strategy, complementing KISS FM‘s, to widen its reach – with added value digital advertising on the side.

But, it doesn’t change the fact that its phone box stunt could be left on hold.

I don’t know. I could be wrong. Perhaps
more brands will leverage phone boxes’ appeal to create unique advertising opportunities. Time will tell.

What do you think – is it a peachy PR campaign or just immobile?

20140419-101920.jpg

Remember, remember the success of Movember

27 Oct

20131027-180207.jpg

In just a few days time, men (and some brave women) will spend the month growing and grooming their moustaches for Movember, a fundraising campaign to support Prostate Cancer UK.

Launching 10 years ago in Australia, the rise and rise of the Movember movement has taken the world by storm. In 2012, 21 countries took part raising more than £92m.

Here’s a look at how some of Movember’s partners are making the most of their involvement. Please note, I’m bypassing Gillette because a PR match made in heaven like this doesn’t need an extra plug.

HP Sauce
HP Sauce is continuing its sponsorship of Movember by giving its bottles a tache makeover, but going one step further to create a Mo Bros roadshow. Packed with competitions and games for university students across the country, this PR and marketing stunt is supported by Facebook.

Byron
Byron is giving away a free burger to every Mo Bro that raises more than £25 for charity. With hundreds of thousands of participants in the UK alone last year, this is a very brave gesture for the restaurant chain. But it’s also hoping to attract customers with a new limited edition Mo’shroom burger. Fifty pence will be donated to Movember for every one sold next month.

Mr Men
The creators of Mr Men have launched a new character – Mr Mo – to star in a new book. As the first new character in four years, it’s sure to be a collectors’ item and is a great PR story to continue raising Movember’s profile. But Hargreaves should be careful not to over expose his collection, following Mr Funny (Red Nose Day) and Mr Cheeky (Children With Leukaemia). If every charity has one it will lose credibility.

The Movember autumn collection
TOMS, Eleven Paris and Links of London have created a bespoke collection of t-shirts, shoes and accessories for Mo Bros. A proportion of the profits will be donated to charity to make a difference. So if you can’t grow a tache, you can wear one.

My only issue is that moustaches have been marketed by lots of retailers earlier this year, encouraging people to cheat the system. In any other situation you could argue that imitation is the best form of flattery, but not when charity’s involved.

But, the reason Movember’s been so successful is a) it has its own identity that doesn’t shout about ‘cancer’ and b) it focuses on the positive, adopting the ‘here’s what you can do for us’ approach, making Movember interesting, intriguing and fun. So many others have a ‘here’s what will happen if you don’t help us’ attitude.

It’s also refreshing that its partners put the initiative first. No piggybacking or promoting, these brands have come up with genuine ways of raising extra cash. Maybe that’s why journalists don’t mind writing about it. The likes of MSN, Daily Express, Daily Star and the Metro have already picked it up and will undoubtedly do so again during the month.

Are you prepared for Movember? Watch this space to see how much is raised.

20131027-180140.jpg

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: