davina 'beyond breaking point' - sport relief 2014. great comms campaigns i wish i'd...
TRANSCRIPT
![Page 1: Davina 'Beyond Breaking Point' - Sport Relief 2014. Great comms campaigns I wish I'd done seminar, 18 June 2014](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d6d718bb61ebe41c8b4585/html5/thumbnails/1.jpg)
Dr. Tom Pey, Chief ExecutiveRLSB
The campaign I wish I had thought of
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• The challenge saw her run, swim and cycle over 500 miles from Edinburgh to London.
• Started in Edinburgh on Saturday 8th February and finished in London on Friday 14th February 2014.
• All profits raised from the challenge were donated to Sport Relief.
Davina McCall:Beyond Breaking Point
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• 24,000 swimmers and 100,000 runners took part around the country, raising a total of £6.5 million from Sainsbury sponsored challenges alone.
• Davina herself raised over £2 million from completing the challenge.
• Helped define Sport Relief as THE charity if someone wants to do sports related challenges.
• Opens up marketing growth in the Fundraising challenge income market that has increased in strength and importance over the last ten years.
How Sports Relief benefitted
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• Moved her from a household name into a household hero
• Changed peoples’ attitude from apathy to affinity because she allowed them to expose her vulnerability
• QUESTION: Is there a point at which the Davina effect will spill over into other charities?
How Davina McCall's brand benefitted
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• The challenge changed her public profile and upped her worth for future use for Sport Relief.
• Davina is now seen as a figure of inspiration and the face of extreme challenges.
Redefining Davina as a herorather than a celebrity
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THANK
YOU
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