The document summarizes several campaigns run by the organization Unity to promote social causes. It describes campaigns that used music and celebrity endorsements to raise awareness of issues like sun safety, youth suicide prevention, and legal aid cuts. Key tactics included staging music gigs, creating viral music videos and songs, and leveraging social media to spread messages and raise donations. The campaigns garnered extensive media coverage and successfully fundraised and promoted their causes to their target audiences.
A Day in the Life of Digital Convergence: The Evolution of TelevisionDanica Christidis
Web Media 207, RWC
Television has become an integral part of most consumer's everyday lives. However over the recent years, the ways in which we interact with television have drastically changed. These changes can be attributed to the rise of digitisation and convergence.
Images featured in this work are either or my own creation or can be reused under copyright law.
The purpose of this work is for educational uses.
A Day in the Life of Digital Convergence: The Evolution of Television by Danica Christidis is licensed under a Creative Commons Attribution 4.0 International License.
References
Eadie, M. (2005). The Digitisation Process: an introduction to some key themes. Retrieved from http://www.ahds.ac.uk/__print__/creating/information- papers/digitisation-process/index.htm.
Jenkins, H. (2006, June 19). Welcome To Convergence Culture. [Web log post]. Retrieved from http://henryjenkins.org/2006/06/welcome_to_convergence_culture.html.
Jenkins, H. (2007, March 22). Transmedia Storytelling 101. [Web log post]. Retrieved fromhttp://henryjenkins.org/2007/03/transmedia_storytelling_101.html.
Leaver, T. (2008). Watching Battlestar Galactica in Australia and the Tyranny of Digital Distance. Media International Australia, 126, 145-154. Retrieved from http://link.library.curtin.edu.au/p?cur_digitool_dc162834.
Leaver, T. (2010). FlashForward or FlashBack: Television Distribution in 2010. Flow TV, 11, 1. Retrieved from http://flowtv.org/?p=4668.
Mittel, J. (2006). Tivoing Childhood. Flow TV, 3, 1. Retrieved from http://flowtv.org/2006/02/tivoing-childhood/.
RobThomas. (2015, January 20). The 2nd #VERONICAMARS novel, #MrKissandTell is now available! I will be at Austin’s Book People 1/30 signing copies. [Tweet]. Retrieved from https://twitter.com/RobThomas/media.
A Day in the Life of Digital Convergence: The Evolution of TelevisionDanica Christidis
Web Media 207, RWC
Television has become an integral part of most consumer's everyday lives. However over the recent years, the ways in which we interact with television have drastically changed. These changes can be attributed to the rise of digitisation and convergence.
Images featured in this work are either or my own creation or can be reused under copyright law.
The purpose of this work is for educational uses.
A Day in the Life of Digital Convergence: The Evolution of Television by Danica Christidis is licensed under a Creative Commons Attribution 4.0 International License.
References
Eadie, M. (2005). The Digitisation Process: an introduction to some key themes. Retrieved from http://www.ahds.ac.uk/__print__/creating/information- papers/digitisation-process/index.htm.
Jenkins, H. (2006, June 19). Welcome To Convergence Culture. [Web log post]. Retrieved from http://henryjenkins.org/2006/06/welcome_to_convergence_culture.html.
Jenkins, H. (2007, March 22). Transmedia Storytelling 101. [Web log post]. Retrieved fromhttp://henryjenkins.org/2007/03/transmedia_storytelling_101.html.
Leaver, T. (2008). Watching Battlestar Galactica in Australia and the Tyranny of Digital Distance. Media International Australia, 126, 145-154. Retrieved from http://link.library.curtin.edu.au/p?cur_digitool_dc162834.
Leaver, T. (2010). FlashForward or FlashBack: Television Distribution in 2010. Flow TV, 11, 1. Retrieved from http://flowtv.org/?p=4668.
Mittel, J. (2006). Tivoing Childhood. Flow TV, 3, 1. Retrieved from http://flowtv.org/2006/02/tivoing-childhood/.
RobThomas. (2015, January 20). The 2nd #VERONICAMARS novel, #MrKissandTell is now available! I will be at Austin’s Book People 1/30 signing copies. [Tweet]. Retrieved from https://twitter.com/RobThomas/media.
Cataldi Public Relations Credentials & Case Studies January, 2015Sal Cataldi
A survey of recent case studies for public relations, viral and guerilla marketing stunts for major names in entertainment, media and consumer products from Cataldi Public Relations. Clever, sometimes kitschy, always effective and kind to the bottomline. Including projects for AMC, IFC, TNT, WNYC, Fuse, WEtv, Tanqueray, Dewars, 1-800 Flowers and many more.
Cataldi Public Relations - Creativity Credentials January 2019Sal Cataldi
A look at some of the brand- and buzz-building out-of-the-box publicity campaigns and promotions created for leading names in media, consumer products, not-for-profit, technology and more by our agency. Fresh ideas that killed it...
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
Move the Needle: How to activate your supportersJD Lasica
A presentation on how to mobilize your cause, whether you work at a nonprofit, business or social change organization. Included: a look at successful advocacy campaigns; a 12-step guide to mobilizing support, and a look at some useful tools.
Our vision is build a world that empowers filmmakers, distributors and change makers to play a profound role in driving social change. We do this by passionately working with storytellers and advocates to give voice to the voiceless, expose injustice, cultivate community and drive activism through our social action campaigns.
Films can change the world. We make sure they do.
And overview of the evolution of marketing and communications, and how the internet and social media have changed the world of advertising. Tips for social media networking and building trusting relationships that convert in to business.
Message content activation: Winning campaigns in the new communications lands...Neo
*Updated 29 May 2014 with new links + image credits*
Our head of digital Charlie and MD Nicole presented these slides to an audience of aid and humanitarian agencies in Copenhagen on 21 May 2014. They illustrate how, in addition to the conventional campaign process, hugely successful campaigns are coming up from grassroots to go viral and change the way we think about the role of organisations in supporting change.
This is the first part of the results or our children's real play campaign for Ribena. We are working with families across the UK to give them real ideas for real play and real activities - great for the cognitive development - for the family.
This is a ongoing Unity campaign from ideation to activation - more details on our website and on this slideshare site.
Unity Peoples Pizza Consumer Campaign Saudi Aramco
Here is a good example of a clever low budget campaign that we ran which had a huge media coverage.
The campaign brief & Objective
In late April 2010, PizzaExpress briefed Unity to deliver brand buzz with a campaign that would communicate its product - great tasting pizza – through the filter of its core value ‘feeding great conversations’.
Although we knew we’d be going up against hundreds of brands attempting to capitalise upon the election, we felt it was too good an opportunity to miss so sought to devise and deliver a campaign in a two-week period – no pressure!
Strategy and tactics
In the run-up to the election, PizzaExpress’ 6.2 million patrons would undoubtedly be tucking into hearty political debate as they ate, so using politics as a hook felt right. We believed we could use these conversations to reflect the views of the nation - both back to the public, and also direct to the politicians themselves.
As any fan of the West Wing will know, election campaigns are fuelled by late nights and pizza – particularly the final few weeks. We felt that PizzaExpress could therefore neatly claim to be fuelling the election by feeding the politicos - both physically and metaphorically - through the delivery of a bespoke pizza that neatly communicated the views, concerns and opinions of the people that mattered: the electorate.
With an aim of using the medium as the message, we worked closely with head chef Antonio Romani to convert the political table talk - sourced through a poll - into the ‘People’s Pizza’, a portrait of political Britain.
Modelled on a traditional four-seasons pizza but with eight segments, each issue – such as the row over taxbreaks for married couples – was matched with a host of familiar and unusual toppings, in proportion to how much they were being debated over dinner. This included caviar to represent debate about class, ‘dough’ balls for the national deficit, and bacon to signify financial rows over rises in National Insurance Contributions and VAT.
Political pundit, Professor John Curtice, was then brought on board to comment on how political debates with friends and family genuinely influences voter behaviour. And to ensure our ‘People’s Pizza’ worked hard for us, PizzaExpress busted a gut to get it on the menu in relevant PizzaExpress restaurants across the country – namely those in swing seats where debate was at its fiercest.
Working closely with PizzaExpress’ in-house PR and marketing team the campaign delivered across a number of channels through the following strands of activity.
Teaser campaign – in the week leading up to the election, a series of night-time drops took place to party HQs around London. Paired with a creative infographic explaining the topical toppings, it provided a readily digestible mandate to the leaders of the three main political parties. A viral film was created of the undercover deliveries, and key spokespeople w
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Cataldi Public Relations Credentials & Case Studies January, 2015Sal Cataldi
A survey of recent case studies for public relations, viral and guerilla marketing stunts for major names in entertainment, media and consumer products from Cataldi Public Relations. Clever, sometimes kitschy, always effective and kind to the bottomline. Including projects for AMC, IFC, TNT, WNYC, Fuse, WEtv, Tanqueray, Dewars, 1-800 Flowers and many more.
Cataldi Public Relations - Creativity Credentials January 2019Sal Cataldi
A look at some of the brand- and buzz-building out-of-the-box publicity campaigns and promotions created for leading names in media, consumer products, not-for-profit, technology and more by our agency. Fresh ideas that killed it...
The best you can do to learn how to win an award is to review campaigns which have already won. So find here winning PR programs from last years at Cannes Lions, D&AD and CLIO. Listen and learn.
Move the Needle: How to activate your supportersJD Lasica
A presentation on how to mobilize your cause, whether you work at a nonprofit, business or social change organization. Included: a look at successful advocacy campaigns; a 12-step guide to mobilizing support, and a look at some useful tools.
Our vision is build a world that empowers filmmakers, distributors and change makers to play a profound role in driving social change. We do this by passionately working with storytellers and advocates to give voice to the voiceless, expose injustice, cultivate community and drive activism through our social action campaigns.
Films can change the world. We make sure they do.
And overview of the evolution of marketing and communications, and how the internet and social media have changed the world of advertising. Tips for social media networking and building trusting relationships that convert in to business.
Message content activation: Winning campaigns in the new communications lands...Neo
*Updated 29 May 2014 with new links + image credits*
Our head of digital Charlie and MD Nicole presented these slides to an audience of aid and humanitarian agencies in Copenhagen on 21 May 2014. They illustrate how, in addition to the conventional campaign process, hugely successful campaigns are coming up from grassroots to go viral and change the way we think about the role of organisations in supporting change.
Similar to Unity Social, Charity and Community Work (20)
This is the first part of the results or our children's real play campaign for Ribena. We are working with families across the UK to give them real ideas for real play and real activities - great for the cognitive development - for the family.
This is a ongoing Unity campaign from ideation to activation - more details on our website and on this slideshare site.
Unity Peoples Pizza Consumer Campaign Saudi Aramco
Here is a good example of a clever low budget campaign that we ran which had a huge media coverage.
The campaign brief & Objective
In late April 2010, PizzaExpress briefed Unity to deliver brand buzz with a campaign that would communicate its product - great tasting pizza – through the filter of its core value ‘feeding great conversations’.
Although we knew we’d be going up against hundreds of brands attempting to capitalise upon the election, we felt it was too good an opportunity to miss so sought to devise and deliver a campaign in a two-week period – no pressure!
Strategy and tactics
In the run-up to the election, PizzaExpress’ 6.2 million patrons would undoubtedly be tucking into hearty political debate as they ate, so using politics as a hook felt right. We believed we could use these conversations to reflect the views of the nation - both back to the public, and also direct to the politicians themselves.
As any fan of the West Wing will know, election campaigns are fuelled by late nights and pizza – particularly the final few weeks. We felt that PizzaExpress could therefore neatly claim to be fuelling the election by feeding the politicos - both physically and metaphorically - through the delivery of a bespoke pizza that neatly communicated the views, concerns and opinions of the people that mattered: the electorate.
With an aim of using the medium as the message, we worked closely with head chef Antonio Romani to convert the political table talk - sourced through a poll - into the ‘People’s Pizza’, a portrait of political Britain.
Modelled on a traditional four-seasons pizza but with eight segments, each issue – such as the row over taxbreaks for married couples – was matched with a host of familiar and unusual toppings, in proportion to how much they were being debated over dinner. This included caviar to represent debate about class, ‘dough’ balls for the national deficit, and bacon to signify financial rows over rises in National Insurance Contributions and VAT.
Political pundit, Professor John Curtice, was then brought on board to comment on how political debates with friends and family genuinely influences voter behaviour. And to ensure our ‘People’s Pizza’ worked hard for us, PizzaExpress busted a gut to get it on the menu in relevant PizzaExpress restaurants across the country – namely those in swing seats where debate was at its fiercest.
Working closely with PizzaExpress’ in-house PR and marketing team the campaign delivered across a number of channels through the following strands of activity.
Teaser campaign – in the week leading up to the election, a series of night-time drops took place to party HQs around London. Paired with a creative infographic explaining the topical toppings, it provided a readily digestible mandate to the leaders of the three main political parties. A viral film was created of the undercover deliveries, and key spokespeople w
When it comes to communications strategy organisations have two objectives:
-to be in the public eye so that people engage with them, buy from them, do business with them or support their cause
-at other times they want to be out of the public sphere. This can be in times of crisis, bad news and when their reputation or brand is being negatively affected.
At Unity we work with personalities, brands and businesses doing both. We make your message distinct so that people listen and you are heard. We integrate you into the current debate and directly engage the people you want to reach.
We work on a daily basis with Ben and Jerrys, Unilever, GSK, Marks and Spencers, the law society, Cafe Direct and many others devising their strategies and messages so their voice and story gets heard above the din.
Please get in touch if we can help you with your corporate communications projects.
Benito’s Hat – Tweet for Eats by Unity
Benito’s Hat wanted the seemingly impossible – big bang buzz for little budget. Unity created a watertight and low cost integrated three-day campaign combining a social media ‘tweets for eats’ competition, media relations and amplification of an in-store promotion. Its effectiveness was measured directly through in-store sales – achieving an uplift of 25%.
THE CAMPAIGN BRIEF / OBJECTIVES
The founder of Benito’s Hat Mexican Kitchen approached Unity, keen to ramp its marketing programme up a notch. Unity was tasked with creating a campaign to tackle three overriding objectives:
• Drive buzz for Benito’s Hat
• Increase the number of Twitter followers
• Achieve an increase in sales
Expectations were high and without the benefit of big budgets behind us, our challenge was to work smart and add low cost touches of magic to create Brand LoveTM for the restaurant chain.
Environment Corporate Csr Unity May 2012 2Saudi Aramco
This presentation is an overview of the Unity approach and methodology to corporate, environmental and CSR. We have included a series of case studies so you can see our work and the results.
If you would like to discuss any of this work please e-mail jonny@hellounity.com
Environment Corporate Csr Unity May 2012 2Saudi Aramco
This presentation is an overview of the Unity approach and methodology to corporate, environmental and CSR. We have included a series of case studies so you can see our work and the results.
If you would like to discuss any of this work please e-mail jonny@hellounity.com
2. Cancer Research UK’s SunSmart
Campaign – Skindividual
Engaging teenagers with sun-protection
messages
unity
3. Insight
• Our research showed that this age group doesn’t listen to ‘the adult voice’
• Behaviour is largely driven by their peers but they also aspire to express themselves
unity
• This paradox that provided a means for us to infiltrate their lives
4. So what did we do?
SKINDIVIDUAL
• Created a money can’t buy prize for teens – a gig put on exclusively for you and your entire social
network
unity
• Embedded campaign messaging in questionnaire, microsite and all campaign materials
7. Social media
Celeb endorsement, free banner ads and a hard-working social
media campaign supported the other activity driving further sign ups
unity
to the campaign
8. The gig
The lucky winner enjoyed a private gig for their own 500 person-
strong social network, with Skindividual icons Ladyhawke, New
unity
Young Pony Club and Bombay Bicycle Club
10. The campaign in numbers
X Factor’s Diana
67 pieces 5 powerful films Vickers told
of branded 254,000
made by people
coverage Facebook fans
in the campaign’s about our
age group, campaign
reaching over
100,000 people
Scott
Mills’ (Radio1)
tweets
reached over
63,000 people
500
people In total, our
campaign created
partied more than 72
10 pieces of together million
broadcast opportunities to
coverage
at the gig
see/hear our
reaching 27 messaging
million people
unity
11. Wasted Youth
Raising awareness of young male suicide
unity
12. What we did
Tapped into the statistic that there is an average of two suicides a week in British prisons.
At the same time, Walk the Line, the Johnny Cash biopic was receiving much media
attention. So Unity suggested staging a Johnny Cash style prison gig. Originally we
wanted to feature Babyshambles, the voice of disenfranchised youth. Controversial but
relevant as the the brothers of both Drew and Steven Street committed suicide. Heavily
lobbied the government - Jack straw said no to Doherty, but yes to gig. We brought on
board Dirty Pretty Things and The Enemy, bands spanning the relevant age group, and
unity
staged first ever indie/rock gig in a British prison
14. The campaign in numbers 2 European
SABRE
1,500
Facebook awards won
31% recognition and
of the campaign MySpace
and messages members
among the
target audience
14,000 hits
1 PR Week on YouTube
Not for Profit
campaign of
the year award
4million – reach won
of multimedia
content for
Orange and ITV 90% increase in
traffic to support
services
126 pieces
following the
of branded
campaign
coverage
unity
15. Crisis Consequences
Raising funds and winning the hearts and
minds of the urban youth
unity
16. Unity was challenged with creating a campaign which would resonate with a savvy
and cynical audience. Crisis Consequences was born – a track / gig combo with a
twist - each layer of the song was recorded by different artists without seeing
what went before, like the child’s game ‘Consequences’. It was a novel twist
on the clichéd charidee record – people backing the campaign can help…the
unity
consequence of buying the record!
17. The great and good of indie rock
Paul Weller, Beth Ditto, Supergrass, New Young Pony Club, Reverend and the
Makers, Dirty Pretty Things, The Enemy and more joined the Consequences
unity
supergroup
18. We maxed out media
opportunities with stunts,
‘leaked’ stories about the
record and interviews with
the artists
unity
20. Grass roots
We got to the core of the fan
base with grass roots events
in Indie heartland, Camden.
One of which was a
Consequences bingo in the
unity Lock Tavern
22. We posted the song on DIY mixing site U-MYX for fans to assemble
their own version using the separate layers - Gaz Coomes’ vocals, Paul
unity
Weller’s guitars etc
23. The song…
The single was released by Parlophone in April 2008 on CD, download
and 7” picture disk formats. It reached number 14 in the HMV charts
unity
and was a Top 100 UK single
26. The campaign in numbers
1,695 U-
£160k
75,000 MYX’S raised
views of made
the cross-
track
projection
412 pieces of
49,000 film coverage with
viewings 625million
OTS
A fifth of
21% would be And 15%
ABC1 16-34
proud to tell would now
year olds
friends that they consider
were aware of
support Crisis donating
the campaign
regularly
unity
27. Sound off for Justice
The Law Society
Campaigning against the proposed cuts to
Legal Aid
unity
30. Rhythmix, the charity which provides music tuition to children, was embattled
with Syco after one of the X Factor girl groups assumed the same name.
Despite the group changing their name to Little Mix, the dispute caused the
charity to lose £8,000 in legal costs which Syco refused to pay. Outraged at the
unity
unfairness, Unity offered its support pro-bono
31. Unity set up a text donation
mechanic and launched a media
and social media campaign over a
weekend – to coincide with the
chatter that X Factor was creating.
Using the hastag #cowellmustpay,
we hijacked the buzz and
encouraged people to donate to
the Rhythmix text service rather
than vote for X Factor acts. In
addition we created spoof video
content of using the Alistair
unity
McGowan impersonating Simon
32. Unity garnered heavyweight celebrity support:
Stephen Fry, Paul Epworth, Pearl Lowe, Lucy Rose, Simon Price, Jason Gardiner
Armando Iannucci, Adam Ficek, MP Caroline Lucas, Lisa Moorish, Get Cape Wear
Cape Fly, God is In The TV, The Quietus, Ben and Jerry’s UK, CMU, New Young
Pony Club, Storm Lee
unity
33. Media coverage ranged from nationals like Metro, Yahoo and
MSN to political blogs like Left Foot Forward and influential music
unity
publications like The Quietus & Subba Cultcha
34. It took a week for Cowell to pay up and
in addition…
We secured an 1,988
official quote #cowellmu
Facebook
from Stephen stpay
likes
Fry which we hashtags
increased
used to keep by 475%
the conversation
going
Weekly
666,000
active users
hashtag
increased
impressions
by 515%
unity