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BRIEF
To develop a strong partnership for Staples with a UK charity partner who has strong links with children, could work nationally and locally and would help support store level charity activities. |
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RESPONSE
ChildLine was the chosen charity and a campaign to generate national awareness of the partnership needed to be devised, which would meet all of the objectives outlined at brief stage, as well as generate significant monies. |
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ACTIVITY
Staples and ChildLine devised a national ‘Paperchain’ in every store in the run up to Christmas. Customers could purchase a link for £1. The links were displayed in stores until Boxing Day when they were collected for the 'big count' in the hope of breaking the UK record.
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RESULT
In 2006 the paperchain raised £46,000 for the charity and set a UK record. This was smashed in 2007 when over £77,000 was raised. Over 150 items of coverage has so far been achieved across print and broadcast for the campaign, which is now in its third year. |
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