Tag Archives: Notice

#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.
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Phone boxes are a dead ringer for Lipton Ice Tea

19 Apr

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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?

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