Campaigns: Voluntary Sector - Taylor's will to thrill raises charity's profile

Remember A Charity wanted to encourage people to bequest a gift to charity when leaving a will.

Rocky Taylor: the will to thrill raises charity's profile
Rocky Taylor: the will to thrill raises charity's profile

Campaign: Rocky Taylor: One Stuntman, One Legacy
Client: Remember A Charity
PR teams: DDB UK; Good Relations
Timescale: July-September 2011
Budget: £291,000

OBJECTIVE

  • To provoke a conversation about a taboo subject among those aged 50 and above.

STRATEGY AND PLAN

The idea was built around Britain's oldest stuntman Rocky Taylor recreating a stunt that nearly killed him. The teams created a brand around Taylor, with a short documentary on his career.

During his various stunts, Taylor broke the Guinness World Record for smashing the largest breakaway glass structure using a car, originally set during the making of James Bond film Die Another Day. The stunts attracted widespread media interest.

MEASUREMENT AND EVALUATION

The campaign generated significant positive media coverage in national broadcast and print media, including The Sunday Times, The Sun, Mail Online and Sky News, as well as going global, with coverage in Germany, Vietnam, China and Spain.

RESULTS

There was a 210 per cent uplift in searches for Remember A Charity during Awareness Week (12-18 September 2011) compared with the previous week. The number of new visitors to the charity's website was up 500 per cent compared with an average week.

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