12 GIGS FOR 12 KIDS

Client: O2

Agency: Just So London

The Brief: Promote War Child’s vital work with children who’ve been affected by conflict while simultaneously building brand love for O2’s sponsorship of War Child BRITs Week, driving donations and selling out all 12 gigs.

What We Did: We asked each BRITs Week artist to dedicate their gig to a particular child, and they all agreed. We then brought each child’s story to life in an animated film, showing the horror they faced and how War Child helped them rebuild their lives. These were shared on O2’s YouTube and Instagram feeds using the hashtag #O2forWarChild and targeted at fans of the paired artist on Instagram Stories. The performers reposted the relevant content on their feeds, helping the campaign trend and some gigs sell out in minutes. Each child’s story was also played on the stage screens before their paired artist’s gig and was further communicated by posters, t-shirts, digital screens and the artist themselves, bridging the gap between the joyfulness of the occasion and the seriousness of the cause.

Results: Engagement doubled compared to 2018, donations rose by 15% and the link between O2 and War Child was made clear, with 105,000 people now seeing O2 as ‘a brand that does social good’.