Press Release: June 01, 2016
Recently it was announced that our #loveyourNHS campaign to support the Christmas Number 1 single for NHS has won us silver in the award for best social networking campaign of 2016 with Creative Circle!
Creative Circle are a decorated and well established educational awards body formed all the way back in 1945 to pick from the best in creative British advertising. They are the oldest advertising and marketing awards organisation in Europe. They were formed in the knowledge that at the time no other advertising organisation was concerned exclusively with the craft of visualising, writing and designing great advertising. For them to choose to award our work speaks volumes of our commitment to doing the best by our clients.
We feel honoured that our campaign reached their attention and even more so that we won silver.
Together with the Lewisham and Greenwich NHS choir, we created a campaign with the aim of raising money for the charities Carers UK and Mind. With all of the bad press surrounding NHS strikes and seemingly constant cuts, we took the opportunity to raise morale within the organisation and give them and their partner charities something to smile about.
As a result, we developed a pro bono campaign to promote a positive image of the NHS to the public and help them get to Christmas Number 1.
Magnafi’s CEO, Simon Lewis, made a video asking his organisation, and the wider advertising community, to get involved; the Magnafi Head of Creative, Nick Entwistle, also encouraged his 11,000+ followers at One Minute Briefs to share their ideas. The winning idea, by freelance creative Steve Hunter, revolved around the notion that a person’s relationship with the NHS is rather like a marriage, and its time to renew vows. This activity alone reached more than 500,000 people on Facebook and a further 150,000 on Twitter in just two days. A Facebook event page had also been set up to encourage people to download the single, with all proceeds going to charity. This had over 100,000 people attending.
Following the ‘vows’ theme, we asked people to post pictures via social media of themselves with a sign reading ‘I DO’ and the hashtag #LoveYourNHS. Celebrities joined in, including actor Michael Sheen, TV presenter Angus Deayton, singer Jessie Ware, presenters Philip Schofield & Holly Willoughby, Manchester United footballer Luke Shaw and designer/actor Sadie Frost.
Celebrities tweet their support to get the NHS to Christmas Number 1
We then created a #LoveYourNHS website and social channels to support and raise the profile of the #NHS4XmasNo1 campaign, creating a place for the public to show their support. From here, we shared images and tweets asking people to download the track to help Carers UK and Mind; the content was shared virally to help the cause. Scream promotions came on board and we organised appearances on local TV and radio. We were even able to get the Choir to perform live on Chris Evans’s Radio 2 breakfast show which was crucial to help us get even more downloads.
The second phase of the campaign involved Magnafi making a music video of the NHS Choir performing a mashup of Simon and Garfunkel’s Bridge Over Troubled Water and Coldplay’s Fix You. The video was filmed at the Lewisham and Greenwich hospital by Oliver Warren. This included the original ‘vows’ concept, as the storyline, and featured all of the ‘I DO’ pictures that were sent via the #LoveYourNHS hashtag. It also had a strong call to action to download the single, in the hope of raising as much money for the chosen charities as possible.
This began to get shared quickly across the internet and sales began to climb; we were neck and neck with Justin Bieber right up until the last couple of days before the Christmas Number 1 was announced. Then, the unthinkable happened: Justin Bieber himself tweeted his support which was shared across the world on TV and in the news. Not only did this massively raise the profile of the NHS, it delivered a download increase that helped us to raise lots more money for the charities.
Overall, the song, film, website, social campaigns and downloads all helped to beat Justin Bieber to the Christmas Number 1 spot, with our video playing on Top of the Pops to a national audience on Christmas Day, 10 minutes before the Queen’s speech. The single outsold Justin Bieber by over 20,000 and the video has had over 1.3 million views.
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