1 Day.

Aviva used the opportunity of their first anniversary to introduce their Street to School programme to their brokers.

Street to School is Aviva’s international community investment programme, which provides support for street children projects in the UK and in 27 other markets around the world. Every year in the UK 100,000 children run away because they're unwanted, unloved or abused. Many are never reported missing. Shockingly, there are only five refuge beds in the whole of the UK. Aviva is supporting Railway Children, the only charity working across the UK with these vulnerable children.

To engage the brokers with the Railway Children Aviva came up with the initiative to donate 1% of their average daily premium for June. The more sales or retained premiums that the brokers gained Aviva during June meant that more money could be given to the charity.

Soup created a weekly email campaign that ran during May and June for six weeks. The emails were used to raise awareness amongst brokers of the campaign and provide ongoing motivation and reminders that all Aviva sales in June would contribute to the donation to Street to School. The emails also featured clear calls to action to sign up to the recognition wall on the site, for everyone who claimed a brick on the wall Aviva donated £10 to the Railway Children.

The emails drove brokers to the microsite, designed by Soup, where as well as signing up to the recognition wall they could discover more about the Railway Children and Aviva’s Street to School programme through video and other content on the site. For example, learning about Aviva’s Sleep Out night where employees from ten Aviva offices round the country slept outside their offices to help draw attention to the issue of child homelessness.  

Soup were delighted with the success of the campaign. The brokers' awareness and attitude towards the campaign were tracked by Prism scores. The results showed that there was a clear increase in awareness of Aviva's chosen charity and and that it resulted in increased favourability towards Aviva. 926 brokers signed up to the recognition wall, donating £9,260. Aviva’s target was to raise £80,000 for the Railway Children and the total amount raised reached £110,236.

“The one day campaign was developed within only a few weeks from idea to going live and created a real interest amongst our key broker community. This campaign demonstrated our commitment to supporting our community investment programme, Street to School, and our charity Railway Children. As the results show 14% of our brokers feel more favourably towards Aviva following this campaign.

We felt Soup really created a site and comms plan which would resonate with our broking community and encourage them to actively learn about what Aviva is doing for charity. We raised over £100,000 for charity following this campaign and encouraged nearly 1000 brokers to go that little bit further and get a brick for the recognition wall, which is excellent and has given us a great platform to continue in the future with more activity surrounding charity."

Helen Rackham – Brand, Media & Sponsorship, Aviva