Business Charity Awards: Charity Partnership, Media & Entertainment - Entertainment One (Peppa Pig) with Save the Children

For an outstanding partnership between a company in the media and entertainment sectors and a UK charity

Peppa Pig's Muddy Puddle Walk for Save the Children
Peppa Pig's Muddy Puddle Walk for Save the Children

What is the partnership?

Peppa Pig, owned by Entertainment One, joined forces with Save the Children in 2016. As part of the partnership, the organisations launched a co-created, dual-branded mass participation event for children called Peppa Pig's Muddy Puddle Walk for Save the Children. Peppa Pig fans gained the opportunity to engage with their favourite characters through a fun-filled activity that would also support vulnerable children around the world.

What did the company do?

Nurseries, early years groups and families nationwide were encouraged to don their wellies in May 2017 and host a sponsored Muddy Puddle Walk to raise money for children who do not have somewhere safe to play. Entertainment One donated the licence and Peppa Pig brand for Save the Children to co-create campaign materials including a full fundraising pack, press advertisements, social media promotions and campaign website.

Entertainment One also contributed Peppa Pig merchandise for 1,000 goody bags to incentivise fundraising, prize bundles and character costumes for competitions, and a complimentary visit for digital influencers to Peppa Pig World. The show’s actors recorded voiceover lines to promote the campaign, which was promoted through Peppa Pig magazine, suppliers and licensees. 

Why did it win?

Some 7,500 nurseries and families nationwide signed up to take part and the campaign raised £250,000, which has enabled Save the Children to support children in the hardest-to-reach places. The campaign exceeded all of the targets set and is now used by Entertainment One, which owns the rights to Peppa Pig, as a benchmark upon which all other charity partnerships are compared. Save the Children was able to engage with new audiences because 5,670 participant groups had not previously interacted with the charity.

Finalist

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