Vodafone – Cut It Out

Our Solution

We knew that a traditional education campaign alone wouldn’t connect with the audience, and a more creative solution was needed.

We struck a partnership with leading West End Musical, ‘Joseph and His Amazing Technicolour Dreamcoat’ to offer schoolchildren the opportunity to redesign new dreamcoats to be worn on stage during Anti Bullying Week.

Delivery

School kids were encouraged to enter the design competition, with teaching packs being created to encourage teachers to incorporate the campaign into their lessons.

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 kids to enter the Vodafone design competition.

Other PR activity also raised awareness of the campaign and drove traffic to the campaign website, where content was available to help kids or parents affected by bullying.

Evidence

• More than 70 pieces of media coverage
• Over 2,000 individual entries to the competition
• 40,000 teenagers registered to vote for their favourite designs
• Over £20,000 raised for bullying charities