Five Campaigns We Liked in September: vote for your favourite

From Stevenage Town and Spencer Tunick to children's mental health and revenge porn, PRWeek presents its five favourite campaigns from September 2020. Vote below for your favourite.

SKY Arts – Spencer Tunick Installation

SKY Arts wanted an attention-grabbing bit of PR to help announce its launch as a free-to-air channel across Freeview, and agency Hope&Glory delivered the goods with a challenging stunt that generated widespread media coverage.

The idea involved a Spencer Tunick art installation, featuring 220 volunteers who posed naked bar a face mask – a mass-participation event that was particularly timely in raising the profile of the arts when the sector needed it most.

Specsavers – Barnard Castle Eye Tests

Apparently Specsavers missed a trick by not news-jacking as soon as Dominic Cummings took his infamous lockdown trip to Barnard Castle 'to test his eyesight'. However, it seemed the brand was merely biding its time.

With a clever bit of media buying, the optician ensured that ads on the back of local parking tickets this month offered all visitors to the Country Durham town a free eye test – a stunt that social media users were only too happy to share.

Burger King – Stevenage Challenge

Last season, Burger King sponsored League Two strugglers Stevenage FC with one goal in mind – leveraging the popularity of EA Sports game FIFA.

The 'Stevenage Challenge' encouraged gamers to play with the club, sign big-name players and share their successes on social media. Goals uploaded to social media could win food prizes.

The campaign, by WPP creative agency David with PR support from Frank in the UK, yielded more than 25,000 Stevenage goals shared online, with the club becoming the most popular choice in career mode.

It has also earned worldwide media coverage. Not bad for a reported £50,000 sponsorship deal.

Every Mind Matters – Looking After Children And Young People

The pandemic has affected every demographic of society but research shows that it has caused an increase in mental health problems among a third of children and young people.

To address this, Public Health England - along with charities Barnardo’s, Place2Be and Young Minds – devised a campaign featuring animated illustrations and lines from best-seller The Boy, the Mole, the Fox and the Horse, such as “Sometimes I feel lost”.

The campaign, by Freuds, Manning Gottlieb OMD, M&C Saatchi and Wavemaker, is designed to drive national conversation around children’s mental health and prompt parents and carers to take action by using PHE’s ‘Every Mind Matters’ platform.

Refuge and Cosmopolitan - The Naked Threat

This powerful campaign, a tie-in between anti-domestic abuse charity Refuge and the magazine Cosmopolitan, seeks to urge the government to outlaw threats to share explicit images of others.

The campaign uses a range of fonts to create a menacing message, taking inspiration from real messages received by domestic abuse victims. The messages include “If you leave me I’ll send the kids a photo of mummy they’ll never forget” and "Do as I say or I'll show your parents what a little slut you are".

'The naked threat' was launched via Cosmopolitan’s Instagram Stories alongside testimony from domestic abuse survivor Natasha Saunders. A mobile billboard featuring the campaign was taken to the Houses of Parliament.

The campaign is from Abbott Mead Vickers BBDO.

In case you missed it: Five Campaigns We Liked in August: your winner revealed

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