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.
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.
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.