Business Charity Awards: Marketing Partnership of the Year - Deliveroo with Missing People

For a marketing initiative between a business and a charity that has helped to promote the charity's work, or helped to raise funds

Ride to Find
Ride to Find

What was the partnership?

Getting appeals for vulnerable missing people noticed by people in their own communities greatly increases the chances of finding them. In December 2018, Missing People and Deliveroo, in partnership with the creative agency Talker Tailor Trouble Maker, launched the Ride to Find campaign to reunite missing people with their loved ones at Christmas.

What did it do?

The delivery bags of Deliveroo riders were transformed into mobile billboards, publicising appeals for missing people across London, Manchester, Birmingham and Bristol. More than 15,000 riders nationwide were encouraged to sign up to alerts and act as Missing People’s "eyes and ears" in the communities in which they deliver food. Deliveroo also launched a charity page allowing donations to be made through its app, raising more than £6,000, with an average donation of £19-plus.

Why did it win?

The Ride to Find campaign drove a 2,000 per cent increase in traffic on Missing People's Child Rescue Alert page and a 171 per cent uplift in traffic to the featured appeals. Most importantly, of the 17 appeals that were featured from the pre-launch to the end of December, five people were found over the course of the campaign.

What did the judges say?

"I was impressed with the fact that this was not just a straightforward fundraising campaign but had the element of leveraging the company’s day-to-day resources in the form of the Deliveroo bikes," said Fozia Irfan, chief executive at the Bedfordshire and Luton Community Foundation.

Finalists

Cadbury with The Royal British Legion

Mindshare with Tommy’s

Poundland with Make-A-Wish UK, Tommy's, Whizz-Kidz

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