Support the supporters

Creating a 'social revolution', and increasing brand awareness by 75%

On the 8th November 2013, typhoon Haiyan smashed through the Philippines. Over 4 million people lost their homes, and the access to power and safe water disappeared over night. Pru Life UK raised over $70 million to help rebuild Filipino communities, but two years later the rest of the world had forgotten about this tragedy and the Philippines still needed a lot of help.

How could we grab back the world's attention to raise money for the Philippines and brand awareness for Pru Life UK, all on a tight budget?

Support the supporters

Creating a 'social revolution', and increasing brand awareness by 75%

On the 8th November 2013, typhoon Haiyan smashed through the Philippines. Over 4 million people lost their homes, and the access to power and safe water disappeared over night. Pru Life UK raised over $70 million to help rebuild Filipino communities, but two years later the rest of the world had forgotten about this tragedy and the Philippines still needed a lot of help.

How could we grab back the world's attention to raise money for the Philippines and brand awareness for Pru Life UK, all on a tight budget?

In 2015 the Philippines was back in the international headlines. This time Filipino boxer and national hero Manny Pacquaio had a chance at the world title. There was enormous public excitement around Manny's upcoming fight Floyd Mayweather.

Dubbed the '€œfight of the century'€, we saw the momentum surrounding the event as a fantastic opportunity to increase top-of-mind awareness for both the Philippines and Pru Life UK.

Our idea was to ask the world to '€œsupport the supporters'€.

 

In 2015 the Philippines was back in the international headlines. This time Filipino boxer and national hero Manny Pacquaio had a chance at the world title. There was enormous public excitement around Manny's upcoming fight Floyd Mayweather.

Dubbed the '€œfight of the century'€, we saw the momentum surrounding the event as a fantastic opportunity to increase top-of-mind awareness for both the Philippines and Pru Life UK.

Our idea was to ask the world to '€œsupport the supporters'€.

 

Taking a piece of Pru Life UK's brand identity (Lady Prudence in the logo wears a red bandana), we distributed 100,000 '€˜Go Manny' red bandanas across the country. We asked Filipinos - particularly online influencers - to show their support for Manny by posting their photos wearing a red bandanna on social media,

We pledged that for every photo or hashtag (#ForEveryPinoyFighter) Pru Life UK would donate 10 pesos towards relief efforts for the Filipino communities that were devastated by the deadly typhoon Haiyan in 2013.

But many Filipinos couldn't watch the fight as they still had limited access to power. So we brought the fight live to 10 remote Filipino communities, bringing everything from generators to projectors, seats and amplifiers.

Taking a piece of Pru Life UK's brand identity (Lady Prudence in the logo wears a red bandana), we distributed 100,000 '€˜Go Manny' red bandanas across the country. We asked Filipinos - particularly online influencers - to show their support for Manny by posting their photos wearing a red bandanna on social media,

We pledged that for every photo or hashtag (#ForEveryPinoyFighter) Pru Life UK would donate 10 pesos towards relief efforts for the Filipino communities that were devastated by the deadly typhoon Haiyan in 2013.

But many Filipinos couldn't watch the fight as they still had limited access to power. So we brought the fight live to 10 remote Filipino communities, bringing everything from generators to projectors, seats and amplifiers.