Third Sector Digital Awards – Best online awareness campaign: Creative Clinic for #ClapForOurCarers
Awarded to the charity or agency that used digital techniques to help raise the profile of a charity’s work or a particular issue or campaign
What was the challenge
On 26 March 2020, Londoner Annemarie Plas sent out a social media post inviting friends and family to join her in a nationwide round of applause for carers supporting people through the coronavirus crisis: an initiative that grew into a weekly national movement.
Excited by the idea, design, digital and branding agency Creative Clinic reached out to Annemarie on the day of the first round of applause, offering its creative services pro bono to support the movement.
What did the organisation do?
Creative Clinic recognised the value of the #ClapForCarers brand, and the potential to grow the movement by boosting it across digital channels. The agency designed a logo, brand assets and collateral for the campaign – which extended to a website, downloadable social media assets, printable posters and kids activities.
The agency also provided ongoing branding strategy and ran the #ClapforCarers social channels throughout the 10 week movement. The entire campaign was achieved on a zero-spend basis.
Why did it win?
By 30 June 2020, the social media reach of the #ClapForCarers campaign included more than 413 million views on TikTok; 553,000 impressions on Instagram; and 1.4 million impressions on Twitter. Leading figures in public office supported the campaign, including the Queen, the Prime Minister and the Mayor of London, and the campaign also benefited from celebrity support, from the Beckhams to Daniel Craig.
The campaign was hugely successful in raising awareness of, and pride in, the vital roles that frontline NHS and key workers played across the coronavirus pandemic, with the weekly round of applause becoming a focal point of the initial crisis. The BBC, ITV, Channel Four and Sky News / Sky One broadcasted the applause live for nine weeks.
What did the judges say?
“This work hit at the right time and the right place and people were ready for it,” judges said, praising the coordinated effort to promote Annemarie’s initiative. “The response and reach was massive and powerful. the most effective work here. The Clap for Carers has become part of our culture.”
Different Kettle and World Animal Protection, for Fooled by a smile
The Distillery London Ltd., for Turning a global water crisis into a relatable issue for Australians