We launched the DofE’s 60th anniversary with a bang

The Duke of Edinburgh’s Award’s Diamond Anniversary: In 2016, The Duke of Edinburgh’s Award (DofE) celebrated its 60th anniversary. Presenting a unique opportunity to bolster awareness and understanding of the DofE brand and increase funding.

Together we created an integrated launch event in Covent Garden to kick the anniversary year off in style and unveil the DofE’s Diamond Challenge – a year-long campaign encouraging people of all ages to try something new. Many famous faces, including Davina McCall and Jon Culshaw, scaled a 24-foot climbing wall in the iconic market, creating a great photo call.

The launch was a huge success across both traditional and social media. Media highlights include 15 pieces of national coverage including Sky News, Good Morning Britain, Evening Standard and The i. We also secured 205 pieces of regional coverage, including 16 local radio interviews. Our social interaction resulted in 1,500 tweets using the official hashtag #DofEChallenge, 339 retweets, 270 link clicks and 651 likes on Facebook. The web traffic to the DofE’s Diamond Challenge website also saw a dramatic increase, with nearly 3,500 visits on the launch day and 11,000 over the whole week, leading to a 163% rise in sign-ups to the challenge.