Friends of the Earth is launching a major fundraising push, dubbed “the Big Picture”, which aims to encourage consumers to donate to the charity and upload “selfies” or other images to 40-metre digital motion screens at Waterloo station.
The campaign has been devised by Watson Phillips Norman, which won the account against hundreds of other agencies after Friends of the Earth sent out a challenge to come up with a ground-breaking idea.
Breaking on Monday (March 24), “the Big Picture” invites people to donate and text in, or upload, their photos of what makes the world special to them. The photos could then be shown on the giant screen.
Individuals donate £3 to send in their photos; some of which will then be displayed on the boards at London Waterloo between March 24 and 29. All the photos sent in will be featured on Friends of the Earth’s website. Everyone whose photo appears on the boards at Waterloo will be texted or emailed to inform them when they will be on display so they can go and see their photos on the giant screens. All donations will be followed up by a telemarketing call.
A charity spokesman said: “We don’t want to talk at our donors, we want to talk with them, and this invites them to let us know what makes their world amazing. We’ve all got personal reasons for why we want to save and protect the planet and this is just inspiring thousands of people with everyone’s images.”
WPN business director John Eversley said: “Big Picture is dramatically different and uses the latest technology to engage with new supporters. There’s SMS, of course, and the giant screen, but we’re also using geo-targeting where, if you’re close to Waterloo, you’ll get a message on your smartphone to get you to look for the event. Direct, digital, social media and experiential all combined into one campaign.”
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