CANW

CANW
CANW 2018-03-23T17:45:17+00:00

Project Description

THE PROJECT

How to help a charity shine a light on a big issue

THE OBJECTIVE

  • To raise awareness that 1200 extra foster carers needed in the North West – more than in any other part of the country.
  • Increase traffic to the foster care pages of CANW’s website
  • Position CANW as a leading, innovative provider of foster care services in the region
  • Strengthen CANW’s existing links with schools

OUR STRATEGY

Our goal was to help position foster care charity CANW as an innovative provider of foster care services in the region. We Viva PR created ‘1200 Lights’, a campaign which invited some of the region’s best loved buildings to turn off the lights to highlight the need for more foster families.
The participating venues were:
Blackpool Tower
Liver Building
Trafford Centre
The Co-op building at Angel Square Manchester
Blackburn Cathedral
Everton Football Club
Imperial War Museum, Salford Quays
Lancashire County Cricket Club pavilion
The switch off was timed to coincide with the finale of the concert at Blackburn Cathedral, featuring children from schools benefitting from CANW’s support services. As the lights went off, people were encouraged to think about youngsters who don’t have the bright, welcoming light of family in their lives, and to consider fostering.

THE RESULTS

The event featured in breakfast and drivetime bulletins on 8 major radio stations covering Greater Manchester, Merseyside and Lancashire.
Online coverage was achieved on the Daily Mirror website (receiving 23,539 unique views), on ITV news, Manchester Evening News and Liverpool Echo websites.
Print coverage was achieved in key regional titles including the Lancashire Telegraph, Manchester Evening News, the Liverpool Echo and Blackpool Gazette.
Notable new influencers on social media included MPs, councils commissioning social care services, foster care teams, children’s charities and celebrities with links to fostering.
Launch video reached 37,000 people and viewed by more than 13,000. Post event video reached 15,000 and viewed by 7,000. * Participating schools have already expressed interest in a similar event in 2016.
CANW’s website saw a 72% increase in website traffic during the campaign compared to the same period last year – 60% of this traffic was to the foster care pages.

THEY SAID

•1200 Lights was an exciting, dynamic campaign that really highlighted CANW’s innovative approach to foster care. It’s raised awareness of CANW as a leading provider of foster care services right across the North West and the fostering pages of our website experienced a 60% increase in traffic compared to the same period last year. Reaction to the campaign has been so overwhelmingly positive we plan to make the 1200 Lights switch off an annual event.”
Martin Hartley-Smith, Business and Marketing Director for CANW

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