Campaign: Green Grants
Client: The Green Insurance Company
PR team: In-house/The Big Partnership
Timescale: August 2010 - February 2011
The Green Insurance Company wanted to promote sustainable living and increase brand awareness among environmentally conscious consumers. It launched an initiative called Green Grants, which invited communities from the UK to apply for grants to fund their environmental projects. Initially £20,000 in funding was made available, with projects able to apply for £2,000 each.
- To engage communities
- To assist The Green Insurance Company in growing its green customer base
- To show that simple steps can help towards living a greener lifestyle
STRATEGY AND PLAN
The PR agency and in-house team sent out a press release, aimed at local media.
MPs' support was also sought by sending them a blank template press release that they could use to engage local media.
MEASUREMENT AND EVALUATION
The campaign generated 71 pieces of coverage including Third Sector, Belfast Telegraph and Wandsworth Guardian. The Green Grants website received over 105,000 hits.
More than 300 applications were received and The Green Insurance Company awarded £26,000 to 19 projects. Money has been ring-fenced for a similar campaign in 2011.