Not for profit: Shackleton's adventurous spirit lives on

Campaign South Pole expedition Client The Shackleton Foundation PR team Van Communications Timescale July 2007-January 2008 Budget £30,000

Explorers: the team trek to the South Pole
Explorers: the team trek to the South Pole

The Shackleton Foundation was set up in 2007 to give grants to support individuals who show the spirit of the explorer Sir
Ern­est Shackleton. Van Communications was asked to create a campaign to raise awareness of the Shackleton Centenary Expedition – a re-enactment of Shackleton’s 1808-09 South Pole expedition.

Objectives

To raise awareness of the charity

To attract corporate sponsorship and encourage people to donate.

Strategy and plan

Three British explorers, all descendents of Shackleton and his team, made the expedition to the South Pole. Sponsorship deals included giving away a place on the team to a member of the public and partnering with a London restaurant to create a 6,000 calorie menu, to show how much food the exp­lorers would need to eat daily.
 
Measurement and evaluation

The campaign generated more than 40 pieces of national exposure and coverage, including BBC Breakfast, the BBC website, The Times, The Guardian, The Daily Telegraph, The Independent, the Daily Mail, The Sun and the Evening Standard.

Results

There were more than 3,000 applications to win a place on the team, more than 12 corporate sponsors signed up and the charity has raised more than £650,000.

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