Campaign: Hare Styling 2011
Client: Michael Van Clarke
PR team: Primal PR
Timescale: January-June 2011
The Hare Styling campaign was set up by designer Karen Welman and hairdresser Michael Van Clarke, whose daughter Angelica had a lifesaving operation at Great Ormond Street Hospital at two days old.
Now aged 15, Angelica drew the outline of a hare and celebrities were rounded up to turn the design into unique works of art, which were auctioned to raise money for the hospital.
- To raise awareness of the Hare Styling project to increase bids on the artwork
- To raise a substantial amount of money for Great Ormond Street Hospital and increase awareness of the charity.
Strategy and plan
The hare image was reproduced on 220 A4 canvases. Celebrities including Tracey Emin, Cheryl Cole, Stella McCartney and Twiggy were secured to decorate them.
Celebrity preview events were held at the Heartbreak Gallery in London.
A book of images was produced, and bids could be placed on a website before the main auction event.
Measurement and evaluation
The campaign generated 80 pieces of press coverage, including Radio One, Sky News, Vogue.com, Dailymail.co.uk, The Sun, and OK! magazine.
The event attracted stars including Stella McCartney, Martin Kemp and Vidal Sassoon, and raised more than £300,000.