A pro-bono Social Media-driven project on behalf of Centrepoint.
Ideas often hit you at the oddest moments. This one started when we met Chris Cotton, a counsellor at Centrepoint. He mentioned his ambition to start alibrary for the homeless teenagers. So far he had seven books. It waseight but he'd given one away.
Social media seemed to be the keyto getting a lot of books quickly. Working on the principle that my 200or so like-minded friends on Facebook would have similar numbers oflike-minded friends, we worked out that we had a potential reach of over900,000. We built a website in a day, did the branding and wroteletters and emails as well as a DM pack and ambient media piece. We set up Facebook and LinkedIn groups, sent messages, set updiscussions and blogged the socks off it. Other blogs picked it up too, generating a wider response from around the country and even abroad.
The campaign kicked off with the question: which book changed your life?
Everyonegave their time for free as well as their books. We designed the logo, illustrator Andrew Bannecker brought it to life. People from around theworld joined in – publishers including Penguin, Faber & Faber, Bloomsbury and Little Brown pledged boxes of books on every subjectunder the sun. For less than £200 costs, we created a library of booksvalued at £35,000 – a return on imagination of around 7,000%
The guest editor of Directory, a showcase of the best direct work from around the world wrote:
“Tobe honest, I’m quite sceptical of charity jobs these days… I increasingly feel creatives are doing this more for their own ends than the people they’re supposed to be helping. Not so this piece. No shock, fear or revulsion. It’s generated some outstanding results. It doesn’t feel like a piece to impress an awards jury. Rather it’s designed to getpeople thinking and to make a difference…Thank you for restoring my faith.”
Dave King, CD AIM Proximity, Auckland