by Phoebe » Thu Nov 05, 2009 6:29 am
There are some great opportunities for working for a charity free of charge - look what we got involved in:
Leading social marketing agency ICE has launched an innovative campaign for health charity, The Deborah Hutton Campaign, to help discourage young people from smoking.
Working with senior health experts from Department of Health, education specialists and the film industry, ICE’s creative team have developed an umbrella brand identity for The Deborah Hutton Campaign, as well as a complementary youth-friendly campaign identity for Cut Films, a film-making competition which challenges young people to create their own films about the dangers of smoking and share them with their peers via social networking sites.
ICE has also built an interactive website for the Cut Films campaign, using the latest social media technology. Young people will be able to upload their films straight to the Cut Films website, which will automatically ‘ping’ them to other networking sites such as Facebook, You Tube and Twitter, to help spread their peer-led films online.
What’s more, the agency has provided all of its branding, design, digital and marketing services for this launch phase entirely free of charge, in order to help The Deborah Hutton Campaign get off the ground.
The Cut Films project is currently being piloted by schools in London, Suffolk, Leicester and Liverpool, and ICE’s social marketing practitioners are now rigorously evaluating how successful Cut Films is at influencing positive changes in young people’s attitudes and behaviour towards smoking.
The results of this evaluation, which will be available early in 2010, will continue to inform the roll-out of the Cut Films competition nationally.
Jayne Hampson, ICE’s Senior Social Marketing Practitioner says, “We’re thrilled to be able to partner with The Deborah Hutton Campaign, to engage with young people on what is one of the most challenging public health issues in our country today.
“The rapid growth of social networking sites illustrates how young people’s interest in interactive technologies has never been higher, and this is an ideal opportunity to harness this trend for social good. By using networking sites that are already regularly used by our target audience, we will be able to deliver positive health messages that come directly from young people, for young people – and with a significant impact.”
Lucinda Shaw, Director of The Deborah Hutton Campaign adds, “We’ve been incredibly impressed by the skill and thoroughness that this work reflects, the good humour in which the project has been pursued by ICE’s creative team who were up against a very tight deadline, and above all, by the generosity of spirit with which the entire undertaking has been approached.”
The Deborah Hutton Campaign has roots in very personal events. The charity was set up after Deborah Hutton, who was health editor of Vogue fashion magazine for more than twenty years, died of lung cancer as a result of smoking in her teens and twenties.
Her children and husband Charlie Stebbings, a leading UK film director, are now spearheading The Deborah Hutton Campaign and Cut Films competition to help ensure that her message encouraging young people not to smoke lives on.
Pretty amazing opportunity eh?