The Guernsey Bowel Cancer Awareness Charity was formed in 2002 and is registered with the Guernsey Association of Charities and has a management committee of seven trustees. The committee organises a series of events each year to raise funds for the Charity and to raise awareness of bowel cancer. Money raised is spent both on specialised equipment and educational initiatives.
Bowel Cancer Guernsey is a local charity that plays an active role in improving the awareness, prevention and diagnosis of bowel cancer within the Bailiwick.
This year, 2022, is a big one for the charity as it marks their 20th anniversary. Loud Tie Day is one of their most popular initiatives and, with last year’s event having been cancelled due to Covid, this year’s campaign needed to be a huge success to commemorate their special anniversary.
In addition to raising vital funds to support the charity, key aims of the campaign included reigniting the much-loved initiative while promoting it to as broad an audience as possible, from schools to corporates.
The Black Vanilla approach
The charity has been increasingly keen on focusing on younger audiences to spread the message that bowel cancer can affect any age group. Social media was seen as an effective tool for targeting this younger demographic, so we launched #20WaysIn20Days on the run-up to Loud Tie Day, demonstrating 20 ways people can help reduce their risk of bowel cancer.
This social media campaign generated noise across three platforms, including a new Instagram page, which we launched in the run-up to the campaign.
We launched the hashtag #LoudTie22 the week before Loud Tie Day to encourage people to share their Loud Tie Day images across social media. This generated social media noise amongst charities such as Health Connections and also local schools.
We actively shared social media posts from Loud Tie Day participants on campaign day, while encouraging others to share theirs.
We issued a Loud Tie Day launch release to media, along with an image of the team down at Guernsey Self Store who have long been supporters of Bowel Cancer Guernsey.
A proactive media relations campaign ensured that details of those participating in the campaign, including schools and local businesses, were shared with the local media, maximising interview opportunities and generating further buzz. This allowed us to achieve a significant amount of coverage both pre-event and on the day.
We teamed up with Two Degrees North to create eye-catching posters and graphics specifically for Loud Tie Day which were used on social and across the island as posters.
The campaign received widespread coverage across regional print, online and broadcast media, including:
ITV Channel Islands News, Guernsey Press, BBC Radio Guernsey, Bailiwick Express, Channel Eye.
Social media noise was also generated across several platforms and included:
Guernsey Press, ITV Channel, Sarre’s Doggy Day Care, Jonathan Wills, ITV, Health Connections, MSG, GROW Ltd, Oscar Puffin; Les Bourgs Hospice; Island Health Guernsey; Guernsey Chamber of Commerce.
The following schools all supported the campaign:
La Mare Primary, The Ladies’ College, Amherst Primary, St Annes, Alderney, Elizabeth College, Castel Primary School, Notre Dame Primary and Blanchelande
Money Raised: £1,000+
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