Brief: Cancer Research UK asked for a Twitter idea to support the film 'The World Back Home' which focused on banning branded packaging that attracts children to smoking. The idea needed to gather as much organic reach as possible on Twitter without any media spend.
My idea: Get the #packetracket trending by creating an hour of noise on Twitter.
My role: We knew the topic was being discussed at a specific time on UK morning television, so the hour of noise started there when people were likely to be tweeting whilst watching TV. Celebrities, parent bloggers and partners were also teed up to help spread the message at that time.
My idea: Get the #packetracket trending by creating an hour of noise on Twitter.
My role: We knew the topic was being discussed at a specific time on UK morning television, so the hour of noise started there when people were likely to be tweeting whilst watching TV. Celebrities, parent bloggers and partners were also teed up to help spread the message at that time.
To further support the hard-hitting message, cigarette packs featuring the top 10 most popular UK names for children were mocked up to provoke parents in to action.
Results:
#packetracket trended on Twitter in the UK.
There were 2,000 uses of the hashtag within the hour.
After campaigning, the Government voted for standard cigarette packs to be introduced to protect children and end the #packetracket.
Results:
#packetracket trended on Twitter in the UK.
There were 2,000 uses of the hashtag within the hour.
After campaigning, the Government voted for standard cigarette packs to be introduced to protect children and end the #packetracket.
