Aviva

Mobilising local communities

Challenge

Drive engagement and momentum around the Aviva Community Fund – a CSR programme supporting small community projects across the UK.

Solution

Our strategy was to empower Fund applicant groups to tell their own stories. We commissioned a series of iPhone documentaries from BAFTA-winning director Heidi Greensmith, to teach people how to inspire supporters and created toolkits to enable people to spread the word through grassroots networks.

Execution

This is the most successful marketing campaign that Aviva has ever done in the UK, delivering 900 pieces of national, regional and trade coverage across a three month period of activity, with a combined reach of 180 million.

Influence

The 2017 Fund attracted 6,500 entrants – as many as 2015 and 2016 combined.