# Aviva’s Twitter campaign raises £97,774 in 24 hours for Railway Children

- Link: https://fundraising.co.uk/2013/02/25/aviva039s-twitter-campaign-raises-97774-24-hours-railway-children/
- Published: 2013-02-25T15:17:51+00:00
- Author: Howard Lake

**The sum was reached following Aviva’s pledge to donate £1 every time the hashtag#
1every5 was used on Saturday 23 February 2013. Railway Children estimate that one
child runs away from home every five minutes in the UK.**

A one-day Twitter campaign by insurance company Aviva has generated **£97,774** 
for Railway Children, the charity that helps children under 16 who have run away
from home or are at risk of doing so.

The [hashtag campaign](http://www.railwaychildren.org.uk/ncfc) tied in with Norwich
City FC’s match against Everton. Club sponsor Aviva agreed for the second year running
to let Norwich players wear the logo of Railway Children on their shirts during 
their Barclays Premier League match. Aviva invited fans to use Twitter to boost 
the total raised on match day.

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![Every 5 minutes a child runs away from home in the UK - t-shirt](https://www.fundraising.
co.uk/files/images/news/norwich-city-shirt-aviva-railway-children-twitter-campaign.
jpg)

Every 5 minutes a child runs away from home in the UK

The original target was £18,000, based on the fact that last year the community 
game activity had raised £10,000.

But the campaign took off, helped by some tweets from Norwich City FC Director Stephen
Fry, TV Presenter Jake Humphreys and comedian Ricky Gervais as well as NCFC footballers
led by club captain Grant Holt.

Heather Smith, Marketing Director at Aviva Direct Insurance said: “We would like
to thank all who showed their support for our charity partners Railway Children 
this weekend by tweeting the hashtag #1every5. This match offered us a fantastic
opportunity for us to build on our year-round work with Railway Children, raising
awareness and funds for the charity”.

 

> Tweet [#1every5](https://twitter.com/search/%231every5) tomorrow and we’ll donate
> £1 to @[railwaychildren](https://twitter.com/railwaychildren).
> — Aviva UK (@AvivaUK) [February 22, 2013](https://twitter.com/AvivaUK/status/304952170791460865)

 

> @[avivaplc](https://twitter.com/avivaplc) great idea but you really need to let
> people know about £18k max or honour every £1 per tweet if this is exceeded. Best
> of luck.
> — JTCHANGINGBUSINESS (@JTCHANGINGBIZ) [February 23, 2013](https://twitter.com/JTCHANGINGBIZ/status/305282951699103744)

 

> Fantastic news! 97,774 [#1every5](https://twitter.com/search/%231every5) tweets
> on Sat, and @[avivauk](https://twitter.com/avivauk) are donating £97,774! Well
> done all and a huge thank you! [bit.ly/XAVynv](http://t.co/tv1mdHSNKj)
> — Railway Children (@RailwayChildren) [February 25, 2013](https://twitter.com/RailwayChildren/status/306052684551704577)