1. Third sector credentialsunity

2. Cancer Research UKs SunSmartCampaign SkindividualEngaging teenagers with sun-protectionmessagesunity 3. Insight Our research showed that this age group doesnt listen to the adult voice Behaviour is largely driven by their peers but they also aspire to express themselves unity This paradox that provided a means for us to infiltrate their lives 4. So what did we do?SKINDIVIDUALCreated a money cant buy prize for teens a gig put on exclusively for you and your entire socialnetwork unityEmbedded campaign messaging in questionnaire, microsite and all campaign materials 5. unity 6. unity 7. Social mediaCeleb endorsement, free banner ads and a hard-working socialmedia campaign supported the other activity driving further sign ups unityto the campaign 8. The gigThe lucky winner enjoyed a private gig for their own 500 person-strong social network, with Skindividual icons Ladyhawke, New unityYoung Pony Club and Bombay Bicycle Club 9. Post gig amplificationunity 10. The campaign in numbers X Factors Diana 67 pieces 5 powerful filmsVickers toldof branded 254,000 made by people coverage Facebook fansin the campaigns about ourage group,campaignreaching over 100,000 peopleScott Mills (Radio1) tweetsreached over 63,000 people500 peopleIn total, ourcampaign created partiedmore than 7210 pieces oftogethermillion broadcast opportunities to coverageat the gigsee/hear ourreaching 27 messaging million people unity 11. Wasted YouthRaising awareness of young male suicideunity 12. What we didTapped into the statistic that there is an average of two suicides a week in British prisons.At the same time, Walk the Line, the Johnny Cash biopic was receiving much mediaattention. So Unity suggested staging a Johnny Cash style prison gig. Originally wewanted to feature Babyshambles, the voice of disenfranchised youth. Controversial butrelevant as the the brothers of both Drew and Steven Street committed suicide. Heavilylobbied the government - Jack straw said no to Doherty, but yes to gig. We brought onboard Dirty Pretty Things and The Enemy, bands spanning the relevant age group, and unitystaged first ever indie/rock gig in a British prison 13. unity 14. The campaign in numbers2 European SABRE1,500Facebook awards won31% recognitionandof the campaign MySpace and messages members among thetarget audience 14,000 hits 1 PR Week on YouTubeNot for Profitcampaign of the year award4million reachwon of multimediacontent forOrange and ITV90% increase in traffic to support services 126 pieces following the of branded campaigncoverage unity 15. Crisis ConsequencesRaising funds and winning the hearts andminds of the urban youthunity 16. Unity was challenged with creating a campaign which would resonate with a savvyand cynical audience. Crisis Consequences was born a track / gig combo with atwist - each layer of the song was recorded by different artists without seeingwhat went before, like the childs game Consequences. It was a novel twiston the clichd charidee record people backing the campaign can helptheunityconsequence of buying the record! 17. The great and good of indie rockPaul Weller, Beth Ditto, Supergrass, New Young Pony Club, Reverend and theMakers, Dirty Pretty Things, The Enemy and more joined the Consequences unitysupergroup 18. We maxed out mediaopportunities with stunts,leaked stories about therecord and interviews withthe artistsunity 19. Social media unity 20. Grass rootsWe got to the core of the fanbase with grass roots eventsin Indie heartland, Camden.One of which was aConsequences bingo in the unityLock Tavern 21. unity 22. We posted the song on DIY mixing site U-MYX for fans to assembletheir own version using the separate layers - Gaz Coomes vocals, PaulunityWellers guitars etc 23. The songThe single was released by Parlophone in April 2008 on CD, downloadand 7 picture disk formats. It reached number 14 in the HMV charts unityand was a Top 100 UK single 24. Example coverage unity 25. The gig at the Camden Roundhouse unity 26. The campaign in numbers 1,695 U-160k 75,000 MYXS raisedviews ofmade the cross-track projection412 pieces of 49,000 filmcoverage withviewings625millionOTS A fifth of21% would beAnd 15%ABC1 16-34proud to tellwould now year olds friends that theyconsider were aware of support Crisis donating the campaignregularly unity 27. Sound off for Justice The Law SocietyCampaigning against the proposed cuts toLegal Aidunity 28. Embed movie unity 29. RhythmixFighting corporate bullyingunity 30. Rhythmix, the charity which provides music tuition to children, was embattledwith Syco after one of the X Factor girl groups assumed the same name.Despite the group changing their name to Little Mix, the dispute caused thecharity to lose 8,000 in legal costs which Syco refused to pay. Outraged at theunityunfairness, Unity offered its support pro-bono 31. Unity set up a text donationmechanic and launched a mediaand social media campaign over aweekend to coincide with thechatter that X Factor was creating.Using the hastag #cowellmustpay,we hijacked the buzz andencouraged people to donate tothe Rhythmix text service ratherthan vote for X Factor acts. Inaddition we created spoof videocontent of using the AlistairunityMcGowan impersonating Simon 32. Unity garnered heavyweight celebrity support:Stephen Fry, Paul Epworth, Pearl Lowe, Lucy Rose, Simon Price, Jason GardinerArmando Iannucci, Adam Ficek, MP Caroline Lucas, Lisa Moorish, Get Cape WearCape Fly, God is In The TV, The Quietus, Ben and Jerrys UK, CMU, New YoungPony Club, Storm Lee unity 33. Media coverage ranged from nationals like Metro, Yahoo andMSN to political blogs like Left Foot Forward and influential music unitypublications like The Quietus & Subba Cultcha 34. It took a week for Cowell to pay up and in additionWe secured an1,988 official quote#cowellmu Facebook from StephenstpaylikesFry which wehashtags increased used to keep by 475% the conversationgoing Weekly 666,000active users hashtag increased impressionsby 515%unity 35. talktome@hellounity.comwww.hellounity.comt: +44 (0)207 440 9811unity