MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Cause-related marketing

Aviva and Railway Children
Aviva and Railway Children

WINNER Aviva and Railway Children (Agencies: Hill+Knowlton Strategies, ZenithOptimedia, Balloon Dog)

Aviva's Street to School programme knits together the insurance brand's purpose of providing security to customers with the need to do the same for vulnerable children. Aviva first partnered with charity Railway Children in 2010, and aims to help half a million children living or working on the street to get back into everyday life by 2015.

Through its partnership, Aviva aims to raise awareness of the issue of child runaways, as well as driving employee engagement and positive brand differentiation. Launch activities included a national sleepout involving Aviva staff, and the company went on to integrate Street to School branding into its existing marketing, including direct mail and interactive TV. It also gave customers the opportunity to donate to the charity at point of sale.

A youth-targeted digital campaign, Street Dance for Change, encouraged young people to help other young people, with a video featuring dance group Diversity. It included a competition; Aviva donated £2 for every entry raising a total of £100,000 in three days. The activity, which was paired with a hard-hitting awareness-raising campaign aimed at adults, saw prompted public awareness of Railway Children rise from 5% to 6%.

Since 2010, Street to School has directly helped 1,493 at-risk children and reached an additional 32,114 through educational work. Some 15% of Aviva's UK employees are actively involved in the programme through volunteering, fundraising or donating.

Judges praised the way Aviva integrated the programme right across the business. 'It ticks all the boxes in terms of involving everyone,' one said.

HIGHLY COMMENDED

Jaguar UK (Agency: Influence Associates)

The Jaguar Academy of Sport has supported 75 young UK athletes over the past two years, through funding, mentoring and education.

The programme offers young people financial support as well as workshops in topics such as drug awareness, coping with injuries and team-building. The most talented receive one-on-one mentoring with UK sports stars.

Jaguar has so far invested more than £300,000 in the academy programme, which is administered by SportsAid on behalf of the company. The programme forms a platform for internal communications, with employees attending masterclasses held by sporting stars such as Tim Henman.

Judges said: 'We thought it was a good brand fit. It's clearly helping to make a valuable contribution to creating future British sports stars.'

ALSO SHORTLISTED FOR CAUSE-RELATED MARKETING

  • Asda and Breast Cancer Care, Asda's 15th anniversary of Tickled Pink
  • Bloomberg, Curtain call

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