Organisation: Action for Children and Elephant Family
Campaign: The Big Egg Hunt
Agency: Fallon, Homemade Digital, Open Fundraising
Action for Children and the Elephant Family joined forces this year to hold the world's largest Easter egg hunt. As well as raising money, the hunt gave the charities an opportunity to recruit a new group of donors.
The hunt took place from 21 February to 9 April and attracted a record-breaking 12,733 paying participants. Hunters paid £3 by text message, of which £2 went to the charities. They were also entered into a competition to win a golden egg made by the sponsor, Faberge.
Alternatively, they could participate for free without entering the draw.
Participants sought out 210 fibreglass eggs, each 30 inches high, hidden around London. All were decorated by designers and artists, such as Sir Peter Blake and Zandra Rhodes.
People could text codes from the eggs they found to the organisers for 25p a message, of which 10.3p went to the charities. The charities sent texts to 6,000 participants to ask them to help with the hunt and got about 200 responses. Andy Harris, Action for Children's director of fundraising, says: "I was a great way of engaging with a completely different audience."
Together, the two charities raised £1m after costs. The bulk of the cash came from selling the eggs at auction; £38,000 was donated by text message.
EXPERT VIEW - Chris Arnold, Creative partner, Creative Orchestra Advertising
This is one of the best charity fundraising ideas I've come across. It was highly ambitious and I imagine the team behind it was massive. The organisation - recruiting so many famous artists and finding sites for the eggs - must have been a mammoth task. The eggs themselves were just amazing. It created lots of real-world chatter (lots of my staff did it) and PR - and it actually worked as a social media campaign. On every level it delivered. An example of what can be done when you think big.
10 OUT OF 10