Campaign: Barclays New Futures
Client: Barclays Bank
Sponsorship team: Kallaway
Timescale: Five years from February 1995
Budget: pounds 5 million, with pounds 150,000 annual promotional budget.
A review of Barclays’ sponsorship activities, and the inclusion of an
explicit clause on social responsibility in its corporate mission
statement, led to the instigation of a community projects scheme -
tailored to Barclays’ specific requirements by sponsorship consultant
Kallaway. The scheme involves the pounds 5 million sponsorship of a
five-year initiative designed to help young people in secondary
education participate in community work, and to encourage the training
of socially useful skills among the young.
To encourage schools and their pupils ‘to forge positive and purposeful
links with their community’. At the same time, to emphasise Barclays’
role as a supporter of community-based social action projects, and
enhance the bank’s image as a socially responsible company.
Kallaway worked with Barclays to create the scheme as a educational
project ‘with integrity’ from scratch, and secured the collaboration of
charity Community Service Volunteers.
Applications were invited from schools to run two-year schemes which
addressed issues such as truancy, care in the community, bullying,
racism, anorexia, vandalism, homelessness, alcohol and drug abuse and
A total of pounds 1 million a year in cash and service support was made
available. Cash awards of up to pounds 8,000, plus professional support
were offered. With a further pounds 150,000 spent annually on limited
advertising, in-store promotion and project management and PR handled by
The scheme deliberately aimed to provide staff support to avoid adding
to the burden of work of teachers. This was done to avoid any potential
political controversy prompted by a commercial sponsor being perceived
as brow-beating teachers into unpaid additional work.
In June, Barclays Bank announced the first tranche of winners of the
Barclays New Futures Awards. A total of 85 schemes covering over 160
secondary and special schools, from among 652 applications, received
pounds 1 million in cash and service support.
The schemes went ‘live’ during this autumn with the beginning of the
school year. Successful schemes include a south Wales school’s anonymous
help-line staffed by trained youth volunteers, which has received 17,000
calls, and another school’s ‘buddying’ programme between its pupils and
a spinal injuries unit.
The next round of promotion to encourage applications for the next
tranche of applications is about to begin.
Press and broadcasting coverage has been encouraging, with the scheme
attracting 18 national press articles, over 200 regional press cuttings,
a handful of national radio and TV mentions, 22 regional radio and TV
pieces, and several dozen uses of a syndicated radio piece made
available to local radio stations.
Barclays New Futures claims to be the biggest commercial educational
sponsorship to date, exceeding the scale of Tesco’s Computers for
Schools shopping scheme. So far coverage has been fair in its scale and
tone, with the Barclays involvement normally made clear in any editorial
But the real value of the scheme to Barclays will be in its ability to
encourage long-term grass roots participation and awareness beyond a
simple column inch count, while avoiding any backlash and booby traps
which face commercial sponsors in the education field. So far, so good.
But for pounds 5 million, Barclays will be expecting big - and positive