Campaign: Thrive Suit Amnesty 2008
PR Team: In-house
Timescale: September-October 2008
Budget: None. Everything was donated
Thrive is a CSR forum that operates in Birmingham with no funding or committee.
Following a pilot project in 2007 it decided to expand its Suit Amnesty project, where suits are donated to homelessness charities, those helping young offenders and teens from disadvantaged backgrounds.
- To raise awareness in the run up to the event
- To get many of the smaller community-based charities and groups involved.
Strategy and plan:
Thrive's in-house team of PR volunteers pitched the story to local newspapers and radio from late September and blogged about the event. On launch day, all local radio and television stations were invited to the town hall to watch the collection and delivery of suits.
Measurement and evaluation:
The campaign received six pieces of coverage before the event, four pieces of coverage after the event, a piece in the BME press and daily coverage for a week on local Heart FM's breakfast programme.
Marks & Spencer donated rails and hangers, Slater Menswear donated 40 suits and Harvey Nichols gave 20 per cent off any new suit in exchange for an old suit.
So far, more than 500 suits have been distributed to charities such as St Basils, Fireside and Birmingham City Mission.