Voluntary sector - Flashmob flags up Midnight Walk event

Campaign: St Ann's Hospice 2009 Manchester Midnight Walk

Client: St Ann's Hospice
PR team: Golley Slater Manchester
Timescale: February 2009 - ongoing
Budget: £500

Manchester's Pyjama Flashmob was a stunt to help launch the 2009 St Ann's Hospice Manchester Midnight Walk fundraising event.

OBJECTIVES

- To raise awareness and generate talkability and excitement around the fundraising event, to be held on 12 June

- To increase participation by driving traffic to the online application site.

STRATEGY AND PLAN

Golley Slater Manchester recommended a guerilla stunt strategy in order to generate media coverage around the launch of the fundraising event in the North West.

A flashmob of more than 200 pyjama-clad strangers gathered outside Manchester Town Hall to hold a pretend race. Participants were recruited through social networking sites, and simulated the actual Midnight Walk to the Rocky theme tune.

Measurement and evaluation

More than 20 pieces of coverage were achieved including Manchester Evening News, BBC Radio Manchester, Granada TV, the third sector press and online.

RESULTS

The 2009 St Ann's Hospice Manchester Midnight Walk is already set to raise more than the £175,000 achieved in 2008, with participation figures expected to be triple the 2,000 achieved last year.

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