Friends of the Earth’s Big Picture campaign takes over Waterloo
Howard Lake | 25 March 2014 | News
Commuters at London’s Waterloo station this week won’t fail to miss Friends of the Earth’s new fundraising campaign. The ‘Big Picture’ uses the new 40 metre long digital motion screens above the station concourse.
Through the video display the environmental group invites people to donate £3 by text and then upload their photos of what makes the world special to them. Some of the photos are then selected for display on the giant screen. Everyone who donates is then followed up by a telephone fundraiser.
Kat Heath, direct marketing fundraising officer at Friends of the Earth, explained:
“We don’t want to talk at our donors, we want to talk with them, and this invites them to let us know what makes their world amazing. We’ve all got personal reasons for why we want to save and protect the planet and this is just inspiring thousands of people with everyone’s images.”
The campaign is the idea of Watson Phillips Norman which won the account pitch last year. Friends of the Earth had challenged agencies to ome up with “a ground-breaking and unique fundraising idea”.
John Eversley, Business Director at the agency explained:
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“‘Big Picture’ is dramatically different and uses the latest technology to engage with new supporters. There’s SMS, of course, and the giant screen, but we’re also using geo-targeting where, if you’re close to Waterloo, you’ll get a message on your smart phone to get you to look for the event. Direct, digital, social media and experiential all combined into one campaign!”
The campaign runs at Waterloo from 24th to 29th March 2014. All photos sent in will be featured on Friends of the Earth’s website. Everyone whose photo appears on the boards at London Waterloo will be texted or emailed to inform them when they will be on display so they can go and see their photos on the giant screens.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.