The video featured well-known faces, including the PM, Jimmy Carr and Thom Yorke, in a moment of remembrance, alongside members of the armed forces. Burson-Marsteller UK handled the PR and collaborated with the Royal British Legion to promote the single.
HOW I SEE IT - Alan Edwards, CEO, The Outside Organisation
To be honest I wasn't that aware of the silent single, so maybe it could have got bigger coverage. Having said that, the competition is pretty intense in terms of other charities and related PR angles. In essence though, it's a great concept and a clever idea. Whoever thought of it should get a pat on the back for creative thinking.
It's great to see such high profile people getting on board too. Involving the PM, Andy Murray and Martin Johnson is going some, so well done to the British Legion. Obviously a brilliant cause, so it's a hit for me.
How about making it an annual event? That way it could build up a head of steam in terms of people's awareness and generate more coverage.