The Nutcracker Suite

Prostate Cancer UK - The Nutcracker Suite

In 2013 Prostate Cancer UK launched their sledgehammer fund - a fundraising drive fronted by Bill Bailey to raise money to help ‘crack’ prostate cancer - a cancer in an organ that is the size of a walnut. We used digital to extend the campaign and drive engagement, donations and PR creating a digital experiential event where 10,000 walnuts would be smashed live online when people donated. We hired a space in London, kitted it out, got businesses and celebrities on board to help launch it and live-streamed the whole event on the PCUK website.

A specially designed digital donation journey resulted in your nut being smashed and turned the fundamentally boring act of donating money into an engaging experience.

RESULTS

10,000 nuts were smashed raising over £50,000. The activity was covered across multiple sites and media outlets generating £1000s of pounds worth of publicity. The campaign was nominated for a DADI Award in 2013.

© 2016 Giles Brenard. No images may be reproduced without my permission. 

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