Every year, Cannes Lions International Festival of Creativity holds a competition called Young Lions. In it, up-and-coming creative talent get just 24 hours to crack a brief for a non-profit organisation, with the winners representing the UK in Cannes.
This year, our PR guru Ally and brilliant copywriter Hannah teamed up to take on the PR category with a campaign for British Heart Foundation. Fuelled by research and pizza, they worked through the night to craft an idea that would drive donations by telling people that heart disease can affect anyone, at any time.
**Introducing: Keep the Beat Alive. **
Using the insight that people are more likely to donate if they see others giving, or if someone they know asks them to give, Ally and Hannah proposed an app in partnership with Spotify. People measure their pulse using their smartphone or smartwatch, and the Keep the Beat Alive app links it with a song that matches their heartbeat.
In exchange for £1, users share their beat with friends and family on social media. Campaign messaging encourages their followers to donate to British Heart Foundation too, funding research that will keep the beat alive for people like their loved one.
Although Ally and Hannah aren’t jetting off to Cannes this time, they got some great feedback from the judging panel and their colleagues. In fact, we loved the idea so much, we couldn’t resist showing off some seriously fierce thinking from our Young Lionesses.
(image: https://assets.superdream.co.uk/wp-content/uploads/2017/03/08103956/stratagy-1024×552.jpg alt: Our Strategy)
Ally and Hannah’s proposed strategy
(image: https://assets.superdream.co.uk/wp-content/uploads/2017/03/08103949/idea-1024×567.jpg alt: Keep the Beat Alive)
Ally and Hannah’s idea