Aviva

A big name making a difference at grassroots

CHALLENGE

The Aviva Community Fund is a CSR initiative that aims to promote and highlight brilliant work being done at grassroots level in cities, towns and villages up and down the UK. The client wanted to back a campaign that would capture the essence of what the community fund is about and deliver some positive headlines for Aviva.  

APPROACH

MHP worked with BAFTA award winning director Heidi Greensmith, to make a series of iPhone feature documentaries about some of the brilliant and innovative projects which have been supported by the Aviva Community Fund. The films showed what could be achieved with enthusiasm and basic equipment without needing to spend thousands of pounds. They were used to encourage groups to make their own films about their project with the best videos being rewarded with additional funding for the scheme.

IMPACT

The result was, according to audience sentiment, the most successful marketing campaign that Aviva has ever done in the UK. We achieved over 900 pieces of national, regional and trade coverage across a three month period of activity, with a reach of 180 million.