One of Vodafone’s key corporate responsibility targets is to help reduce bullying by mobile phone amongst young people.We created an awareness and fundraising campaign across online, media and events to coincide with Anti Bullying Week in November 2008.Sir Andrew Lloyd Webber was approached by us to create a collaboration with the famous play ‘Joseph and His Amazing Technicolour Dreamcoat’, which features a bullying storyline.Children were given the opportunity to design dream coats, to be worn on stage by Lee Mead. Children designed coats featuring symbols and imagery to reflect their feelings about bullying. We worked in partnership with bullying charity, Beatbullying, to create an online resource for children, teachers and parents. Case studies of children being bullied and parents who had lost children to suicide were placed in media.2,000 children entered and 40,000 voted for their favourite coats.The Mirror ran a double page spread for three days during Anti Bullying Week and Lee Mead appeared live on the GMTV sofa to reveal the winning coat.The campaign delivered over seventy pieces of coverage including twelve national and broadcast hits. An advertising value of £353,000 was achieved and delivered a ROI of 5:1. Over £20,000 was raised for charity.

The campaign launched with national radio and print interviews with Lee Mead as he talked for the first time about being bullied.An email newsletter was sent to 3,000 schools with a link to the downloadable teaching pack.

Ticket competitions to see the show were placed in teenage girls’ media to promote the campaign and it was promoted via Vodafone.co.uk and the mobile portal Vodafone Live!Our agency worked with the Mirror and ITN to arrange exclusive interviews with children being bullied as well as with parents whose children had committed suicide.2,000 individual entries were submitted in the four weeks that the competition was open. These were shortlisted into seven regional winners by a judging panel of Beatbullying and Vodafone. The winning coat designs were given to teenage magazine, Bliss, which asked its readers to vote for their favourite to be worn on stage first.

2,000 children entered the competition and an astounding 40,000 teenagers voted for their favourite coats.The Mirror ran a double page spread for three consecutive days during Anti Bullying Week, featuring interviews with Lee and parents and children who had suffered bullying. Lee also appeared live on the GMTV sofa to reveal the winning coat.91,000 theatre goers saw the show during the week and were provided with Vodafone branded information about the campaign. Charity collections were taken at the end of each performance and the winning coats were auctioned on eBay to raise funds.The campaign delivered over seventy pieces of editorial coverage including twelve national print and broadcast hits. An advertising value of £353,000 was achieved and delivered a campaign ROI of 5:1. All items of coverage mentioned Vodafone and Beatbullying. Over £20,000 was raised for the Beatbullying charity which will fund school workshops in 2009.