Client: Vodafone UK
Agency: The Team
Client: The Armed Forces Memorial Trust
Agency: Rare Corporate Design
WINNER When Vodafone entered into a cause related marketing partnership with The National Autistic Society (NAS), the telecoms brand needed to produce an internal communication strategy to raise awareness and understanding of the tie-up.
Cynicism toward such marketing partnerships and a misunderstanding of autism needed to be combated, and the business goals regarding social responsibility needed to be supported.
The Team's work was well-received by the judges, who found the creative engaging, with a minimal, light touch that is hard to achieve in cause related marketing initiatives.
Since the launch of the partnership, employee awareness of the partnership was measured at 60%, while 73% of this number knew it was a cause with which they could get involved.
The Armed Forces Memorial Trust charity was formed to raise funds to build a national memorial to those killed on duty in the Second World War.
To maximise its chances of reaching a £4m target, it hired Rare Corporate Design to produce an identity for the fund that would raise its profile.
Sensitivity was required, and the solution was the result of careful research into the appropriateness of the falling leaves logo, while the tagline, 'Today Tomorrow Forever', was created to be indicative of those soldiers who died in combat.