Prohibition was briefed to support Yorkshire Cancer Research on its annual ‘Give It Some Welly’ fundraising campaign, to help raise funds to prevent, diagnose and treat cancer.
The multi-phased campaign, kicked off with a stunning new art installation in the grounds of Castle Howard and ended on Yorkshire Day, August 1st (2020) with a world record attempt.
In order to drive brand awareness in the region and generate action to help raise money for charity, we created the used brand ambassadors, personal stories and examples of the charity’s impact to achieve high quality coverage in Yorkshire media, and engagement through Yorkshire Cancer Research’s social channels.
We launched the installation by hosting a media day and inviting key members of the media to capture photography and interviews with spokespeople through integrated PR. The campaign was featured by a range of Yorkshire press including BBC Radio Leeds and BBC Radio York, Stray FM, The Yorkshire Post and York Press.
As part of our work, we also developed a social media content plan for all Yorkshire Cancer Research’s platforms, including a paid strategy that was monitored and optimised daily, with the aim of getting sign ups on the event page.
The world record attempt saw the saw Prohibition (successfully) organising the world’s biggest virtual welly wanging event on Yorkshire Day, encouraging people across the region to take part in the world record attempt.
- 255 world record participants and a new world record smashed
- 7M campaign reach
- 42 pieces of positive media exposure
- Valuable charity funds raised through public sector PR