Davina 'Beyond Breaking Point' - Sport Relief 2014. Great comms campaigns I wish I'd done seminar, 18 June 2014

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Tom Pey, chief executive, RLSB

Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk

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Davina 'Beyond Breaking Point' - Sport Relief 2014. Great comms campaigns I wish I'd done seminar, 18 June 2014

  1. 1. Dr. Tom Pey, Chief Executive RLSB The campaign I wish I had thought of
  2. 2. • The challenge saw her run, swim and cycle over 500 miles from Edinburgh to London. • Started in Edinburgh on Saturday 8th February and finished in London on Friday 14th February 2014. • All profits raised from the challenge were donated to Sport Relief. Davina McCall: Beyond Breaking Point
  3. 3. • 24,000 swimmers and 100,000 runners took part around the country, raising a total of £6.5 million from Sainsbury sponsored challenges alone. • Davina herself raised over £2 million from completing the challenge. • Helped define Sport Relief as THE charity if someone wants to do sports related challenges. • Opens up marketing growth in the Fundraising challenge income market that has increased in strength and importance over the last ten years. How Sports Relief benefitted
  4. 4. • Moved her from a household name into a household hero • Changed peoples’ attitude from apathy to affinity because she allowed them to expose her vulnerability • QUESTION: Is there a point at which the Davina effect will spill over into other charities? How Davina McCall's brand benefitted
  5. 5. • The challenge changed her public profile and upped her worth for future use for Sport Relief. • Davina is now seen as a figure of inspiration and the face of extreme challenges. Redefining Davina as a hero rather than a celebrity
  6. 6. THANK YOU
  7. 7. Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.  www.charitycomms.org.uk #commscampaigns

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