Mischief’s brief was to support a fundraising drive for the National Trust’s work protecting Britain’s vulnerable coastlines by getting the public to rekindle their connection with the coast.
The agency reframed the message from ‘protecting 775 miles of coastline’ to ‘protecting 775 miles of memories’, and crowdsourced a love poem to the coast with help from poet John Cooper Clarke. This PR idea was at the centre of the charity’s first fully integrated campaign.
The campaign broke records for awareness of, affinity with and advocacy about the conservation work, while £396,000 was raised in donations and National Trust membership jumped 23 per cent.
"Good use of real-time evaluation tools to react and respond"
Crime Museum Uncovered – Museum of London
The #BeStrong Anti-Bullying Emojis – Vodafone Group
Bringing Single Malt Whisky Back Into Fashion – Tin Man for anCnoc (International Beverage)
No Label: the world’s first ‘transgender beer’ – The Romans for BrewDog