Vodafone: Cut It Out

 

The Problem

How could Vodafone engage young people around the issue of bullying, while providing practical advice to those affected?

 

Insight

Research shows that girls (aged 10 -16 years) are far greater users of phones for bullying than boys, who tend to resort to more physical intimidation.

The campaign needed to creatively ‘stand out’ to engage teenage girls and parents via mass consumer media whilst at the same time delivering serious messages about the consequences of bullying.

A more formal educational programme would also be needed to encourage teacher participation.

Creative Solution

We struck a partnership with leading West End Musical, ‘Joseph and His Amazing Technicolour Dreamcoat’.

School children were given a unique opportunity to design seven brand new technicolour dreamcoats, which would be worn on stage by Lee Mead during Anti Bullying Week (the first time that the musical had ever worked in such a partnership and changed the format of the show).

Lee Mead, the star of Joseph, became an ambassador for the campaign, talking to the media about his own experiences of being bullied, and encouraging children to enter the design competition.

Lesson packs were created, allowing teachers to focus on the bullying issue, while also working with children on their dreamcoat designs.

Children were encouraged to design coats featuring symbols, slogans, imagery and materials to reflect how they feel about bullying.  All the designs were uploaded to a campaign website, with children encouraged to vote for their favourites, before the final winner was selected in partnership with Bliss magazine. The seven winning designs were turned into real dreamcoats by the London College of Fashion, before being worn on stage by Lee Mead during Anti-Bullying Week.

Outcomes

  • More than 70 pieces of media coverage focused on the bullying issue
  • Over 2,000 individual designs were entered
  • 40,000 teenagers registered to vote for their favourite designs
  • Over £20,000 was raised for bullying charities

 

Awards

2009 WINNER
VODAFONE
CorpComms Awards. Best Campaign.

2009 SHORTLISTED
VODAFONE
CorpComms Awards. Best Campaign.

2009 SHORTLISTED
VODAFONE
CIPR Awards. Corporate Responsibility Campaign.

2009 SHORTLISTED
VODAFONE
European Sabre Awards. Telecoms Campaign

 

2008 WINNER
VODAFONE
PRCA Awards. Campaign of the Year.

2008 WINNER
VODAFONE
PRCA Awards. Best CSR Campaign.

2008 WINNER
VODAFONE
CorpComms Awards. Best New Media Campaign.

2008 WINNER
VODAFONE
European Excellence Awards. CSR Campaign of the Year.

 

2008 SHORTLISTED
VODAFONE
PRCA Awards. Best New Media & Digital Campaign.

 

Our campaign awards

2014 WINNER
4MUSIC

Holmes Report In2 SABRE Awards – Other Advertising

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2014 WINNER
LONDON LOVES BUSINESS

Holmes Report In2 SABRE Awards – Search Engine Optimisation/Content Syndication

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2014 SHORTLISTED
ENGLAND NETBALL

CIPR Excellence Awards – Best Sporting Campaign

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2014 SHORTLISTED
ENGLAND NETBALL

The Holmes Report SABRE Awards – United Kingdom and Ireland Campaign for Less Than 50k

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2014 SHORTLISTED
REISS

The Drum Digital Trading Awards – Most Effective Digital Media Buy

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2014 SHORTLISTED
ENGLAND NETBALL

PR Moment Golden Hedgehogs – Best Low Budget Campaign

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2014 SHORTLISTED
PRINTED

Social Commerce Awards – Best Social-Commerce Retailer

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2013 SHORTLISTED
PRINTED

Social Buzz Awards – Best B2B Social Media Strategy

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2013 HIGHLY COMMENDED
PRINTED

Digital Impact Awards – Best Use of digital in the Retail Sector

 

2013 HIGHLY COMMENDED
ROBERT DYAS

Digital Impact Awards – Best Use of SEO for Corporate Communications

 

2013 HIGHLY COMMENDED
BORRO

Digital Impact Awards – Best Use of Digital in the Financial Services Sector

 

2012 SHORTLISTED
ERICSSON

Brand Event Awards / Category – Financial

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2012 SHORTLISTED
ERICSSON
Social Buzz Awards – Best Financial Sector Social Media Strategy

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2012 SHORTLISTED
ERICSSON
Brand Event Awards
Category – Mobile

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2012 SHORTLISTED
ERICSSON
CorpComms Awards – best use of digital media as part of a communications strategy

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2012 SHORTLISTED
BORRO
Social Buzz Awards– Best Financial Sector Social Media Strategy

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2012 SHORTLISTED
BORRO
Social Buzz Awards– Best B2B Sector Social Media Strategy

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2012 SHORTLISTED
SATMETRIX
Somecomms Awards – Best Viral Campaign – Launching Satmetrix Xperience

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2012 SILVER 
SATMETRIX
Digital Impact Awards 2012 – Best of Sector: Best use of digital in Professional Services Category

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2012 SILVER
SATMETRIX
Digital Impact Awards 2012 – Best Corporate Viral Campaign

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2012 BRONZE
ERICSSON
Digital Impact Awards 2012 – Best of Sector: Best use of Digital in the Financial Services Category

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2012 SHORTLISTED
ERICSSON
CorpComms Magazine Digi Awards – Best Integrated Campaign..

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2012 WINNER
ERICSSON
PR Week Awards – Best Financial Services Campaign.

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2012 WINNER
ERICSSON

Corporate Engagement Awards – Best Corporate Sponsorship Campaign.

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2012 SHORTLISTED
ERICSSON

European Sabre Awards – Best Social Media Campaign

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2012 WINNER
ERICSSON

Hollis Sponsorship Awards
Best Digital Exploitation of an Event

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2011 SHORTLISTED
RACHEL’S
PRCA Awards
Best Use of Evaluation

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2011 SHORTLISTED
ATP
CorpComms Magazine Digi Awards – Best Use
of Video.

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2011 SHORTLISTED
ATP
Holmes Sabre Awards
Best UK Campaign

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2011 SHORTLISTED
ATP
CIPR Awards
Consumer Relations

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2011 SHORTLISTED
FLORENCE NIGHTINGALE MUSEUM
CIPR Awards – Best Low Budget Campaign.

 

2010 WINNER
ECB
CorpComms Awards – Best Use of Digital Media as Part of a Communications Strategy.

 
 

2010 SHORTLISTED
ECB
CIPR Awards – Best Use of Digital PR.

 

2010 SHORTLISTED
ECB
European Sabre Awards – Best UK Campaign.

 

2010 SHORTLISTED
BETFAIR
European Sabre Awards – Best UK Campaign.

 

2010 WINNER
ECB
Sport Industry Awards. Best Use of Digital Media.

 
 

2009 WINNER
ECB
PRCA Awards. Best New Media & Digital Campaign.

 

2009 WINNER
VODAFONE
CorpComms Awards. Best Campaign.

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2009 SHORTLISTED
GLOBAL COOL
PRCA Awards. Best Not For Profit Campaign.

 

2009 SHORTLISTED
VODAFONE
CorpComms Awards. Best Campaign.

View Case Study
 
 

2009 SHORTLISTED
VODAFONE
CIPR Awards. Corporate Responsibility Campaign.

View Case Study
 

2009 SHORTLISTED
VODAFONE
European Sabre Awards. Telecoms Campaign

View Case Study
 

2008 WINNER
VODAFONE
PRCA Awards. Campaign of the Year.

View Case Study
 

2008 WINNER
VODAFONE
PRCA Awards. Best CSR Campaign.

View Case Study
 
 

2008 WINNER
SIEMENS
PRCA Awards. Best B2B Campaign.

 

2008 WINNER
VODAFONE
CorpComms Awards. Best New Media Campaign.

View Case Study
 

2008 WINNER
VODAFONE
European Excellence Awards. CSR Campaign of the Year.

View Case Study
 

2008 SHORTLISTED
VODAFONE
PRCA Awards. Best New Media & Digital Campaign.

View Case Study
 
 

2008 SHORTLISTED
SIEMENS
European Sabre Awards. Best Healthcare Campaign.

 

2007 SHORTLISTED
UMBRO
Sport Industry Awards. Best Marketing of a Sport Product.

 

2006 WINNER
ADAM STREET – PRIVATE MEMBERS CLUB
European SABRE Awards. Best Professional Services Campaign.

 

2006 SHORTLISTED
ADAM STREET – PRIVATE MEMBERS CLUB
CIPR Excellence Awards. Best Business & Trade

 
 

2006 SHORTLISTED
UK ONLINE
CIPR Excellence Awards. Best UK & Ireland Campaign.

 

2006 SHORTLISTED
UK ONLINE 
Brand Experience Awards. Best Generation of PR Through Brand Experience.

 
 

Our agency awards

2014 WINNER
Holmes Report In2 SABRE Awards, Most Innovative Integrated Agency

 

2014 SHORTLISTED
PR Moment Golden Hedgehogs, Best Large Agency

 

2013 SHORTLISTED
PRCA Consultancy Head of The Year, Jim Hawker

 

 

2011 SHORTLISTED
The Holmes Report European Consumer Consultancy of the Year

 
 

2011 SHORTLISTED
PRCA Awards Best Medium Sized Agency

 

2011 SHORTLISTED
PRCA Awards Best Agency Heads

 

2011 SHORTLISTED
PR Week Awards Boutique Consultancy of the Year

 

2010 SHORTLISTED
European Sabre Awards for Best Employee Programme

 
 

2009 WINNER
2009 PRCA Awards Best Small Agency

 

2009 SHORTLISTED
CIPR Awards Outstanding PR Consultancy

 

2006 WINNER
PR Week Awards New Consultancy of the Year

 

2006 WINNER
CiB Award of Excellence Best Consultancy