The
Brief

• To devise a campaign that helped promote the partnership between Nationwide Building Society and The Diana Award
• Launch in-line with The Big Anti-Bullying Assembly 2022
• Focus on the key message of anti-bullying
• Support training anti-bullying ambassadors nationwide
• Engage with over 150 schools and generate significant national coverage
• Utilise Nationwide branches as part of any activity

The
Solution

/ PR

/ SOCIAL

• Devised a creative multistage pen pal campaign that would allow us to affectively engage with schools across the UK
• Used data and insight to form the strategy which led us to focus on the dying art (letter writing)
• Worked with our internal studio team to develop a look and feel including logos and assets to use in all campaign material
• Planned, shot and edited a full content day with celebrity ambassadors to utilise throughout the campaign including video and photography assets
• Launched during The Big Anti-Bullying Assembly in 2022 and secured media interviews with its celebrity ambassadors
• Used email comms and press outreach to drive traffic to the sign-up link and achieve over 300 school sign ups
• Designed and produced branded letterboxes to send to all 300 schools as well as wooden post boxes to use at events and in photography
• Managed all comms with schools to distribute postboxes and organise a letter exchange
• Commissioned a survey around bullying and the lasting impact and drafted a number of national and regional releases with the stats hooked onto Anti-Bullying week in November 2022
• Two ‘Special Delivery’ activities which saw three celebrities surprise kids in a Manchester-based school and a London-based school to amplify the letter exchange, with media in attendance