We've teamed up with Plan UK, the global children’s charity, to launch a year-long programme of consumer-facing events, aimed at boosting sponsorship and awareness levels.
We've teamed up with Plan UK, the global children’s charity, to launch a year-long programme of consumer-facing events, aimed at boosting sponsorship and awareness levels. The national roadshow is designed to give Plan ambassadors a platform to talk directly to potential individual sponsors about the work the charity does to help children in the world’s poorest countries. The campaign kicked off at The Adventure Travel Show at Olympia, London (28-29th January), an occasion billed as “the UK's only event dedicated to discovering the world off the beaten track”.
Visitors were invited to spend some time in the Plan Base Camp where they could watch videos of the charity in action. Guests were also invited to learn how to create their own Paper Batik – one of the craft skills that Plan teaches to help lift people out of poverty. To allow conversations to develop, a small café served free cups of tea and coffee. Brand Ambassadors talked to consumers about the work Plan does to improve education, health, water, sanitation and creating economic stability for people who need it the most. Katie Penfold,
Senior Account Director at Because, comments:
“We’re really proud to be working with such a passionate group of people to help lift the profile of a very worthy cause. We hope that the chance to reach globally-aware and active audiences at relevant consumer shows this year will allow Plan to secure the support it needs and deserves.” The roadshow is due to visit other events this year including The Malvern Spring show and The Vitality Show. Its next outing will be at The Times Destination show on 4th February 2012.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.