Raising mass awareness of Dementia UK’s annual ‘Time for a Cuppa’ fundraising campaign

Dementia UK enlisted our support to plan and execute a consumer PR campaign that would raise widespread awareness of their annual ‘Time for a Cuppa’ fundraiser and encourage people all across the UK to take part.

The aim of the campaign was to achieve a broad range of media and social media coverage – thus generating national awareness and excitement for ‘Time for a Cuppa’ and getting as many people across the country to sign up to host their own tea party.

Playing on the tea theme of the fundraiser, we worked with the in-house team and their celebrity engagement manager to create a fun and engaging image-led campaign, which involved recreating some of the most iconic tea moments in movie-history – from films such as Breakfast at Tiffany’s, Alice in Wonderland, and Mary Poppins.

The five celebrities that took part have all been personally touched by dementia and could speak passionately about the charity and the invaluable support Dementia UK’s Admiral Nurses provide to families. These included Actresses Emma Barton and Phyllis Logan, DJ Naughty Boy, and reality TV stars Jess Wright and Natalya Wright.

We worked with a leading photographer to capture the recreation of the iconic film moments with each of our celebrity supporters starring as a different character.

The final images were then shared with selected national, consumer, and celebrity journalists to secure widespread coverage for the campaign. We also secured broadcast and print interview opportunities for the celebrities to amplify the activity and ensure increased awareness of the campaign. To supplement our media activity, all the celebrity ambassadors were encouraged to share the images and campaign hashtags on their social channels to raise awareness amongst their engaged followings.

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