Client: JTI
Location: Nationwide
Type: Fundraising campaign with in-person event
Expertise: Charity fundraising
Services: End-to-end services in event management, creative direction, communications planning, strategic communications, content, digital asset creation, charity fundraising , videography, editing and full onsite delivery support
all projectsWorking closely with JTI, mcm identified 15 national charities that would be the recipients of the fundraising achievements. We developed a bespoke informative communications plan to generate traction and engagement for the campaign. The teaser video, interactive map showcasing the charities and the addition of a dedicated page on the JTI employee portal, were just some of the elements we executed ahead of the live event.
the challenge
JTI approached mcm knowing they wanted to fundraise for one or more of their charitable partners, but didn’t know a mechanism for activation. The challenge set was to raise awareness of JTI’s community investment programme, using a strong theme and aligning with their ‘Our Way’ company values, whilst bringing their 500 UK employees from across the business together for a united cause in a fun, safe and inclusive way.
the result
Using previous iterations of the event – the Big Walk and the Big Tea Party – mcm proposed a few out of the box suggestions on the mechanism for the 2024 fundraising campaign, including suggestions on how it would be run logistically and operationally. Developed a creative identity, logo and theme which ran as a red thread throughout the campaign.
To launch The BIG Give 2024 with JTI colleagues, we produced an emotive and inspiring 4-minute documentary style film to encourage JTI colleagues to donate, along with an interactive map so colleagues could read about the charities that they could support in their local area. This was an engaging way of communicating the information, and an effective way of demonstrating the support that this would generate across the UK.
We hosted a donation reveal party at the JTI offices to announce the impact of colleague’s donations and to celebrate the success. Charity representatives attended in person and virtually, to share the positive impact that The BIG Give had had. Colleagues also enjoyed branded cupcakes and a buffet lunch provided by one of the charities.
Finally, a feel-good film, combining user-generated images with brand animation, wrapped up the initiative and announced the fundraising total.
“Everyone at mcm has been great to work with. You always came to the table with great creative solutions – and multiple solutions at that. Throughout the project, communication was regular and clear. I felt so confident and supported with mcm.
JTI
CSR & Communications Manager
