The news is in and it’s official. Our work for the National Trust and the ‘50 Things to do before you’re 11¾’ campaign has won the brand a Future 5 award in the Audience Participation category. The campaign, which we originally created in 2012, saw us revamp the website and update it with a host of new activities that were chosen by the children themselves.
The audience participation award To win the category, the campaign had to succeed in capturing the imagination of its audience to a significant degree and show that it motivated them to take tangible action, not just ‘like’ the brand on Facebook. This was something that ’50 Things’ was hugely successful at.
The '50 Things' campaign The campaign caught the imagination of the media, providing 327m broadcast and print mentions and a further 83m mentions in social media. It has also seen over 50,000 children to date sign up to the ’50 Things’ microsite and the brand gave away more than 100,000 scrapbooks. A staggering 84% of families that interacted with the campaign said their visit was very enjoyable.
Other competitors in the category included, Kern’s ‘Gnome experiment’, aimed at the education and science sectors by proving that gravity varies by place, affecting weight. And Public Health England’s ‘Awkward conversations’ which was aimed at getting 11-16 year olds to talk about smoking, drugs, sex and alcohol.
Some words from the judges: "The PR results speak for themselves and the engagement statistics are staggering. But what’s most encouraging to see, and the mark of a great campaign, is the obvious lifting of perception, and increasing family footfall at NT sites. A great idea should always be repeatable, and ‘50 things’ is no exception, with the core idea able to live on through 2012, 2013 and, no doubt, beyond." Mat Sears, director of PR & corporate communications, EE
"The National Trust has a huge resonance with its traditional audience, but ‘50 things’ demonstrates an organisation trying to reach beyond the obvious target audience to a new generation, and doing it very well." Nick Diamond, head of marketing, global Tesco