New Aviva Community Fund campaign by bigdog focuses on difference support makes to local communities
Melanie May | 27 October 2017 | News
The Aviva Community Fund has launched a new campaign to encourage local community groups to apply for support, created by full-service, integrated advertising and marketing agency, bigdog.
The Aviva Community Fund campaign seeks to inspire local community groups to submit applications for support, and funding of between £1k and £25k, for causes and projects that make a real difference in their communities.
With online applications open to a public vote, Aviva tasked bigdog to come up with a creative execution that would encourage a wide variety of causes to enter, even if their needs are small. Through a number of short films, bigdog has shown how really small things can have a really big impact, with each one focusing on previous winner’s stories to illustrate how ordinary objects, like gardening or football equipment, can have massive implications for communities.
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bigdog is the lead creative agency for the fund for the third year in a row, and worked with production company SubMotion Productions to create the films. Zenith led on media, with social distribution of the assets focusing mainly on Facebook, while MKTG has organised a series of outdoor events. Aviva is working directly with a number of outreach partners, from sponsors to influencers, to support the activity.
Emma Osborne, Senior Account Manager at bigdog, said:
“While previous years have focused on conveying the higher funding levels that are available, this year was all about the causes themselves, and the work they’re doing to make a difference in their communities. Working closely with previous winners to delve into their stories was a brilliant experience, and really added authenticity to the campaign.”
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About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.