We launched the DofE’s 60th anniversary with a bang
To commemorate the DofE’s Diamond Anniversary, we launched the DofE Diamond Challenge – a year-long campaign encouraging people of all ages to try something new and raise funds for the charity.
We created a star-studded media stunt in Covent Garden. Famous faces like 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.
15 pieces of national coverage, including Sky News, Good Morning Britain, Evening Standard and the I; 205 pieces of regional coverage. 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.