PR Team: The Wright Partnership
Campaign: Launch site as alternative way to give to charity
Timescale: June - December 2000
Free2give.co.uk is web-based shopping portal allowing users to donate to
charities without parting with any cash.
For example, if a user wants to buy the latest Harry Potter book online,
he/she can go to free2give.co.uk, click on their favourite charity and
then connect to the appropriate retailer. A percentage of the purchase
is donated to the charity.
To build media awareness of Free2give and generate traffic to the
Strategy and Plan
Because of growing media apathy towards dot.coms, it was crucial that
The Wright Partnership (TWP) applied a creative spin. Distribution lists
were tightly focused and key journalists were sounded out before stories
were pitched, to gauge interest.
Free2give.co.uk launched on 28 September 2000 to the tune of 'Give
Nothing To Charity Day', an event TWP conceived to encourage people to
think about alternative ways of giving to charity.
Quirky stories, such as 'Singles Shopping Night Online', went down well
with journalists, as did the final Christmas push, 'Celebrity Pat on the
Back', where celebrity sound-a-likes called users who had donated to say
Measurement and Evaluation
There was a clear correlation between media coverage and the rise in
visitors to the site. Broadsheets such as The Daily Telegraph and The
Independent and its Sunday sister title covered the story, as did
Channel 5. Free2give featured on radio shows, including Radio 1
A three-minute item on the Radio 2 Steve Wright Show saw the number of
website hits double during the seven days that followed.
Media coverage, particularly radio, helped to build awareness and
understanding of the concept.
At the end of January, the number of users visiting the site was five
times greater than at the time of the launch.