Purpose Awards EMEA 2021: Brand Led - Best Fundraising Campaign

WINNER: Mail Force by Daily Mail - DMG Media.

Purpose Awards EMEA 2021: Brand Led - Best Fundraising Campaign

The Daily Mail fronted a year-long campaign to buy PPE for frontline health and care workers and to supply underprivileged children with laptops at home to help them access school lessons during lockdown.

As the Covid-19 pandemic was spreading, the Daily Mail and General Trust set up a charity,
Mail Force, to raise money to source, buy and distribute the highest quality PPE. The
campaign launched at the end of April 2020, with the newspaper's front-page announcing –
"Mail's £1m Airlift for NHS Heroes'. Inside the paper, readers were shown how to donate and
how their money would help. With the support of Sky, Daily Mail launched a national TV
campaign within a week which helped spur on its fundraising efforts.

As Britain faced its second lockdown and with the closure of schools, the Daily Mail
launched a campaign - 'Computers for Kids', to get refurbished computers and connectivity
to those kids most in need as soon as possible. It partnered with Computacenter, which
refurbished old computers and worked with the Department for Education to distribute these.
By talking to families, the Daily Mail realised access to wifi was also holding back kids'
education, resulting in a partnership with Vodafone to increase broadband access.

In total, over £12 million was raised and over 42 million pieces of PPE along with hundreds
of testing machines has been donated to hospitals, care homes and charities across the UK.
Within a week of the appeal launch for computers, the campaign raised £5m. Mail Force is
now the fastest-growing charity in the UK and one of the country's top fundraisers.

  

Finalists

The Aldi Hunger Monster by BCW for Aldi

Give A Little Love by The John Lewis Partnership

Limited Edition Champions Bars by Liverpool Football Club and Cadbury

The World's Tallest Donation Box by MullenLowe MENA for The Mohammed bin Rashid Al Maktoum Global Initiatives

#NoWasteofSpace by Polestar

Crisis Christmas (SIM) Card campaign by Tesco Mobile

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