Henshaws Society For Blind People
World Record Hand Print Painting (An industry award winner)
Our objective was to launch Henshaws High Five £5 million fund-raising campaign in Manchester and to raise awareness of Henshaws Society for Blind People and its services.
We were tasked with developing a concept that would provide differentiation and enhance share of voice in a competitive charity sector. It was also essential that the campaign engaged with the key stakeholders – the public, potential supporters (both donors and celebrities) and media – as well as underpinning and promoting the High Five creative which featured a ‘helping hand’.
Souter PR launched a world record breaking attempt for the largest handprint painting – at the time held by a school in Hong Kong – by creating a 360m2 canvas depicting Henshaws’ High Five logo made up of the handprints of some 3,150 local people.
Souter PR enlisted the support of the Trafford Centre – Manchester’s premier shopping venue – with a guaranteed foot-fall of between 70,000 to 100,000 shoppers. They provided usage of The Orient dining area’s stage during the key shopping time of 10am until 6pm on a Saturday.
Souter PR produced the canvas and the handprint process – enabling as many people as possible to ‘make their handprint’ on it. Several retailers provided prizes to incentivise participation and mark milestones passed and a local entertainments company provided live acts during the day to support interest and momentum.
Everyone who took part completed a participation form to ensure verification by officials from the Guinness Book of Records.
The exposure to shoppers with repeated messages throughout the day – the Trafford Centre confirmed 103,000 footfall – and actual engagement with a record-breaking 3,150 of them – delivered excellent awareness of the charity and the fundraising challenge.
The event attracted a number of high profile celebrities. Activity also established excellent relationships with mass audience channels like the Trafford Centre, its retailers, MUFC, MCFC and Stockport County.
The result was 17 pieces of print coverage including outstanding support from the Manchester Evening News – running three pieces of coverage pre and post-event.
A further 275,100 people were reached online. Key 103 ran a week long pre-promote reaching a further 557,000 listeners. Henshaws website hits increased from 20,000 to 27,000 during the month long campaign period.