Picture 15Issue:

2013 is the fifth year PlaceMakers has supported the Prostate Cancer Foundation’s (PCF) Blue September fundraising initiative, backed by all 64 stores nationwide.

To date, PlaceMakers has raised over $1million for PCF by leveraging its support of the charity via activations across their stores nationwide and this year we want to raise even more!

September saw the reappearance of PlaceMakers Blue Streak – a blue-clad superhero resplendent in cape wearing limited edition Swanndri undies in celebration of Swanndri’s 100th birthday; streaking the length and breadth of New Zealand reminding Kiwi blokes to get regular prostate checks.

Mango’s task was to generate media coverage, raise consumer awareness and staff engagement, increase sales and donations using the light-heartedness of the Blue Streak to discreetly tackle a sensitive issue.

Idea:

Implement a multi-channel PR and experiential campaign that clearly and accurately communicated key messages using the PlaceMakers Blue Streak as a device to bring the campaign to life.

Importance was placed on integration across print, radio, TV, social, consumer and trade press to reignite interest in the Blue Streak character to the Kiwi public, and utilise existing relationships with Blue September and Swanndri ambassadors.

To further extend reach and amplify the Blue Streak with a focus on digital, we introduced #BlueStreak – an initiative to drive online presence.

Impact:

The PlaceMakers Blue Streak has became an integral focus of the campaign.  The character represents a playful way of raising an issue that many people find difficult to talk about.

Utilising a multi-channel approach allowed PlaceMakers to initiate engagement with all New Zealanders with particular focus on males 40+ across all socio economic groups.

Leave a Reply