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.


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.'


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


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message