Children with Leukaemia and The Mr. Men

The objective: mark the 30th anniversary of the Mr. Men and Little Miss characters by raising greatly needed funds for both schools and Children with Leukaemia.

The know-how: devising a creative campaign where children sponsored their favourite Mr. Men or Little Miss costume characters to run The Flora London Marathon. The campaign was communicated to 9 million school children and their families, with the funds raised split equally between school, and charity. As an incentive, children were offered collectables of the characters.

The results: the Funds for School campaign delivered over 3 million collectables and raised £150,000 in year one. Such was its success that Children with Leukaemia was nominated charity of the Flora London Marathon the following year. Louis Kennedy won Institute of Sales Promotion (ISP) and European Federation of Sales Promotion (EFSP) awards in recognition of the work.

 

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

Children with Leukaemia and The Mr. Men

© 2010 Mrs. Roger Hargreaves.