Winner: 'The Big Slimming World Clothes Throw' by Slimming World for Cancer Research UK
This campaign raised £3.3m for Cancer Research by using a simple but effective idea grounded in something fundamental to Slimming World. It aimed to raise awareness of Slimming World’s charity partnership with Cancer Research UK (CRUK) and highlight the links between maintaining a healthy weight and reducing cancer risk.
The answer was the 'clothes throw' - members of Slimming World groups throughout the country donated clothes they’ve slimmed out of.
Donations were made in spring/early summer to help ensure CRUK shops receive high quality seasonal stock at the right time of year. It was also when members have optimum commitment to weight loss ahead of summer - so they have more clothes to donate.
The campaign pack, sent to all 5,000 Slimming World consultants, included information on how to run it in groups, a poster to promote the campaign, a donation form and more. The campaign was also promoted via point-of-sale material in CRUK shops.
As an extra incentive for participation, the "Golden Bag" competition was introduced whereby anyone who found a golden bag during the 'throw' was entered into a prize draw to win a luxury shopping weekend in London.
The campaign generated 200 pieces of editorial.
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