Five Campaigns We Liked in July 2017: vote for your favourite

From a campaign targeting texting while driving to a library in the air and info on soap pub break-ins... the PRWeek team pick their favourite campaigns from July. Vote below for your favourite.

#ItCanWait for Western Cape Government

This video from South Africa is initially entertaining, ultimately thought-provoking, and a powerful way to highlight the impact of texting while driving.

It features CCTV clips of people walking into objects and other people, and falling over, while looking at their phones. The final scene shows a woman texting at the wheel, before the car flips over and she’s left motionless upside down.

The video, created by ad agency FCB in South Africa, reads: "You can’t even text and walk. So why do you text and drive?"

The video has gone viral across the world, with more than 30 million views on The Daily Mail Online alone.

EasyJet's 'Flybrary'

Low-cost airline easyJet, with help from PR agency Taylor Herring, launched a 'flying library' service across its fleet to get more children reading in the summer holidays.

Inspired by research showing 83 per cent of parents say their children are reading less in comparison to when they themselves were growing up, the 'Flybrary' involved a total of 7,000 copies of children's classics, including Alice's Adventures in Wonderland and Charlie and the Chocolate Factory.

Former Children's Laureate Jacqueline Wilson selected the range of books "that encompass the spirit of travel and adventure", easyJet said.

Taylor Herring said 750,000 UK families would be alerted to the scheme via a pre-flight email. The campaign will run until the end of September, but Herring said the agency was looking at ways to develop it further.


Hopper hypes with hunt

Radioactive stirred some b2b PR buzz when it calculated that agencies "waste" an average of £507.16 on posting to Instagram manually instead of using one of various scheduling products - which, as luck would have it, included its client, Hopper.

So, it hid that much money in a bin in Soho, and created a treasure hunt in which participants had to take selfies at each check point in order to receive their next clue. On the day itself, 211 people showed up - 171 of them were industry pros.

The winners on the day were a team of four from Samphire Communications who got their hands on the cash - and of course Hopper itself, whose product has now worked its way into the conscience of hundreds of potential customers.

ADT soaps up with Unity

Unity cleaned up last month with a classic piece of news generation in its #SoaplandSecurity campaign for client ADT, which provides home and business alarm and security systems.

The agency asked superfans of seven UK soaps, from EastEnders and Coronation Street to Radio 4's The Archers and Welsh language series Pobol y Cwm, to research how many fires and break-ins there had been over the past ten years of the shows.

It got coverage across national newspapers from The Telegraph to The Express, and other titles including pub trade outlet Morning Advertiser, which included plenty of messages about the importance of security and the costs of break-ins and fires. The fan groups involved in the research also helped spread the firm's messages.

Which soap is the most dangerous? EastEnders, of course - it is nearly three times as dangerous as Greater London in real life, and 10 times more dangerous than The Arches' location, Ambridge.

Dun, dun, dun dun dun dun-dun-dun-dun...

Wasteland warship for Surfers Against Sewage

M&C Saatchi PR launched a behavioural change campaign for environmental charity Surfers Against Sewage (SAS) to highlight the danger that single-use plastic poses to the world’s oceans.

Artist James Summers created a 30ft ‘warship’ made up of over five tonnes of plastic waste collected from beaches around the UK. The ship was unveiled at Marazion beach in Cornwall and will travel around the country – including to Boardmasters Festival in August and the political party conferences.

The campaign also calls on the public to ‘Join the Resistance’ in the fight against ‘Wasteland’, a name given to the growing mass of marine plastic that can be found in the Pacific. SAS hopes to get 50,000 people to sign up. Those who do will receive an ‘action pack’ designed to help stop plastic pollution.

Sister agency M&C Saatchi London, creative agency Jelly, and motion design studio Mr Kaplin also worked on the campaign (all on a pro bono basis).

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