Digital Campaign of the Week: British Heart Foundation

The charity made its mark at last weekend's V Festival after capitalising on a song written by musician Gary Go and his followers on Twitter

British Heart Foundation: festival goers support campaign
British Heart Foundation: festival goers support campaign

What is it?
A fundraising song, called The Heart Balloon, performed by musician Gary Go and written with the help of his followers on Twitter.

The track is available to buy on BHF's website on a ‘pay what you like' basis until next Monday. Proceeds from sales go to the charity, and those who buy the song are entered into a prize draw.

Where did the idea come from?
Go claims he was stirred when a heart-shaped balloon became entangled in a tree above his house. He put a picture on his Twitter feed, prompting fans to suggest he dedicate a song to it. Go then asked fans to tweet lyrics to him.

He then decided to donate proceeds to BHF, at which point the charity became involved.

How did BHF create the campaign?
The charity had no budget, so it worked with Polydor, Go's record company, to release the song on its site. "We set out to ensure a simple user experience, with minimal clicks to participate," says a campaign spokeswoman.

BHF is also using YouTube and Flickr to promote the song and video, and online service Survey Monkey to run the prize draw
 
How has it been promoted?
Go performed The Heart Balloon at the V Festival last weekend, where the charity gave out heart-shaped balloons with the campaign web address on. The balloons were the charity's only cost.

The campaign attracted editorial coverage in NME and Time Out, among other publications.

Third Sector's View
A spontaneous campaign - and the charity was quick to spot and act upon it. And a great example of "crowdsourcing" - asking internet users to contribute to a project.

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