Cannes Lions

BAG-ATHON

PHD, London / BRITISH HEART FOUNDATION / 2014

Case Film

Overview

Entries

Credits

Overview

Execution

For context, that meant stimulating the equivalent of 2 donation bags from EVERY street in the UK in just 1-month.

To do this we used the principle of “Think National, Act Local”, bringing together the UK’s three biggest radio groups to create a unique nationwide ‘Bag-athon’.

33 stations were chosen based on their proximity to BHF stores - each using its well-known presenters to inspire and encourage listeners to participate.

In addition to donation pushes, stations also gave the feeling everyone was involved by giving updates on local donation numbers, holding local events and running competitions to incentivise further participation.

Outcome

This activity was the only support for ‘Bag-athon’, so the following results can all be attributed to it:

-The BHF didn’t just hit their 1m bag target, they smashed it, receiving 1.134m donations in just one month

-In financial terms, that means the additional bags donated YOY delivered the BHF goods valued at £11.68M (versus a £9m target) – an incremental over-delivery of £2.68m…

-…and a ROMI of £15.66 for every £1 of media spend

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2022, BRITISH HEART FOUNDATION

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