BT has a long-standing partnership with Cancer Research UK and their annual Stand Up To Cancer event. We created an experiential internal campaign to educate and engage BT people and raise over £130,000. The campaign encouraged this global community to donate, volunteer and pledge to make positive, healthy lifestyle changes that could reduce their risk of developing preventable cancers in the future.
We engaged over 100,000 BT people across the globe.
Balancing two well known brands
To ensure this joint branded campaign felt truly personal and targeted to BT’s people, we created a series of unique messages and images featuring their colleagues across all communications.
Messaging that hit home
The theme of ‘Fighting cancer together’ was creatively brought to life across everything; from an online survey, interactive game and a campaign site on BT’s intranet, to a series of experiential roadshows that travelled the length and breadth of the UK.
Over 13,000 people got involved at experiential roadshows across 10 key BT sites.
Driving employee engagement
The fully managed internal roadshows consisted of an array of fun activities. BT’s people rose to the challenge and their competitive spirit and charitable nature was clearly evident throughout each day. The campaign concluded with three special fundraising events coinciding with Channel 4’s TV coverage. These featured a ‘punch wall’ full of instant prizes to be won and a flash mob dancing to ‘eye of the tiger’.
A memorable brand experience
Our campaign was designed to be fun, while delivering a very serious message through engaging brand experiences. It prompted people to consider what they can do today to take on the risk of preventable cancers and win.
The £130,000 raised will directly fund vital cancer research.