Digital Campaign of the Week: Scope

Daily calls to action replace chocolate treats in the disability charity's virtual Advent calendar

Scope supporter logs on to the charity's Facebook page
Scope supporter logs on to the charity's Facebook page

What is it?

A virtual Advent calendar created on photo sharing website Flickr. Instead of chocolate, it offers a different way to support the charity every day throughout December.

Why a digital advent calendar?

Scope wanted an inexpensive and easy way to raise its profile online. 

What does Scope hope to achieve?

"We wanted the calendar to also contribute to the final push on our campaign to save the Disability Living Allowance and Attendance Allowance," says Alex White, digital content manager at the charity. 

"The call to action on the first day in December helped our petition on the Prime Minister's website to gather more than 23,000 signatures by the time it closed on 7 December." 

How is the calendar being promoted?

Through Twitter, Facebook and MySpace. At the beginning of Advent, targeted emails were sent to Scope's supporters, and a link to the calendar can be found on the charity's home page.

How much did it cost?

Virtually nothing.

"Just time, really," says White. "The campaigns team came up with the copy, our in-house designer David Hibberd created the visuals and I built the calendar on Flickr." 

Third Sector's verdict:

Beautifully simple and almost cost-free.



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