CAMPAIGNS: INTERNET LAUNCH - Wright spins charity cash for Free2give

Client: Free2give



PR Team: The Wright Partnership



Campaign: Launch site as alternative way to give to charity



Timescale: June - December 2000



Budget: Undisclosed



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.



Objectives



To build media awareness of Free2give and generate traffic to the

site.



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

thank you.



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

Newsbeat.



A three-minute item on the Radio 2 Steve Wright Show saw the number of

website hits double during the seven days that followed.



Results



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.



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