We launched the DofE’s 60th anniversary with a bang
The challenge
The DofE is the world’s leading youth achievement award and in its Diamond Anniversary year it wanted to get everyone involved. Our brief was to launch the DofE Diamond Challenge – a year-long campaign encouraging people of all ages to try something new and raise funds for the charity.
Our approach
To start the year with a bang we created a star-studded media stunt in Covent Garden. Many famous faces, including Davina McCall and Julia Bradbury, scaled a 24-foot climbing wall in the iconic market.
We created a range of media opportunities after the launch to keep people talking about the DofE and taking on the Diamond Challenge.
The results
The launch was a huge success across both traditional and social media. Media highlights were: 15 pieces of national coverage, including Sky News, Good Morning Britain, Evening Standard and The i; and 205 pieces of regional coverage.
Our social interaction resulted in 1,500 tweets using #DofEChallenge. The web traffic to the Diamond Challenge website saw a dramatic increase, with nearly 3,500 visits on launch day and 11,000 over the whole week, leading to a 163% rise in challenge sign-ups.
The impressive coverage continued throughout the year with a further 80 media hits, including a 10-minute segment on BBC’s The One Show and a DofE-focussed episode on BBC One’s Countryfile.
Over 15,000 people signed up to take part in the Diamond Challenge with more than £1M raised.
