Campaign of the month

2005.

Key dates included the campaign's launch on 1 January and July's G8
summit. Comic Relief delivered the work in-house, consulting iJack,
Bigmouthmedia, Flytxt, Agency Republic, glue London and AKQA.

Aim: Supporters needed to be recruited quickly and cheaply, and the
campaign needed to be able to cope with a high public response. It had
to accommodate large events and manage texts from audiences of 25,000 to
65,000. The ultimate aim being to communicate with Tony Blair and the G8
leaders.

Execution: MPH worked with the BBC to launch the campaign during an
episode of The Vicar of Dibley on 1 January. Viewers were directed to a
rich-media web site (www.make povertyhistory.org) featuring information
and video, which encouraged them to register and campaign. Users could
email the G8, Blair and finance ministers. Supporters were kept up to
date via emails in the form of personal messages from celebrities
backing the push, such as Davina McCall, Bob Geldof and Chris Martin. A
blog on 2 July allowed people to post messages and photos online, or by
MMS, to build the G8 gallery. Wallpaper, screensavers and banners could
be downloaded. MPH asked people to 'white band' the top corner of sites
and a search campaign was run via bigmouthmedia. A virtual rally was
also launched on 2 July (www.g8rally.com), so those unable to travel to
the G8 event could show their support by creating on-screen, animated
characters in a virtual 'Edinburgh'. Visitors could create a placard,
email a G8 leader and search for friends. Agency Republic developed the
concept in collaboration with AKQA and glue London. Users were driven to
the site via gratis online ads through ad2-one, AdLink, Adrevenue,
Advertising.com, Adviva Network, Associated New Media, Channel 4, Conde
Nast, E-Type, Fish4, Lycos, Media Run, Mediabrokers, MSN, Sky Online,
The Sun Online, Tribal Fusion, Unanimis and Virgin Net UK. Activity was
tracked by Atlas DMT.

Results: More than 500,000 emails were sent to Blair. The number of
unique visitors to the site more than doubled every month since launch,
reaching some 100 million visits during the week of the G8 from more
than 10 million unique visitors. Nearly 700,000 people signed up for
emails. Martin Gill, head of new media at Comic Relief, said: "By
engaging people with MPH and LIVE 8, new media has enabled the voices of
more than 31 million people around the world to be heard at the G8
meeting. No other medium would have allowed this to happen as fast,
effectively or cheaply, nor would it have allowed the communication to
be two-way. The effect of this engagement of the public through web and
text can be seen by elements of the G8 delivering real change for the
world's poorest people."

Campaign: Make Poverty History
Client: Comic Relief and charities
Agency: Various