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Media launch
generates one million website hits for Computer Aid International
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Background
Computer Aid International (CAI) is a not-for-profit organisation
intent on bridging the vast digital divide between first world
and third world countries. The charity was established in 1998
by Tony Roberts (current Chief Executive) and has grown exponentially
since its inception. It now ships over 1000 PCs per month, with
a grand total to date of over 30,000 PCs saved from landfill
in the UK, refurbished and delivering invaluable ICT training
and education in the developing world.
Wildfire PR has been working with Computer Aid International
to raise media awareness and assist in generating PC donations
since 2002.
The Brief
In 2004, following the most successful year in the charity’s
history, Wildfire PR was tasked with launching an appeal to
raise 25,000 Pentium PCs from UK businesses and organisations.
| Objectives |
| • |
Generate coverage for the appeal in leading
trade, computing, IT and PC publications |
| • |
Raise awareness of creative reuse and CAI's decommissioning
services |
| • |
Forge stronger relationships with key trade titles |
| • |
Generate donations of 25,000 PCs in 2004 |
| Strategy |
Wildfire recommended the following strategy
to maximise media coverage of the appeal:
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A media launch event held at the charity's
London headquarters for key national, trade and vertical
media |
| • |
Demonstrate CAI’s capability to handle a dramatic
increase in donations by combining the launch with the unveiling
of a forklift truck donated by Linde Materials Handling
(UK) and a complete warehouse racking solution donated by
SSI Schaefer |
| • |
Develop a strong news hook to take advantage of media
interest in the Waste Electrical and Electronic (WEEE) Directive
which will see the dumping of PCs in landfill made illegal
by August 2004 |
| • |
Leverage the decommissioning opportunity of kit bought
for Y2K |
| Results & Evaluation |
| • |
15 pieces of coverage in national, trade,
online and regional media including the BBC website and
The Observer |
| • |
1,028,433 hits on the Computer Aid website in February
and March 2004 |
| • |
A record 135,643 hits in one day as a result of appeal
coverage on TheRegister.com |
| • |
Securing an ongoing commitment to the appeal throughout
2004 from leading IT trade title Computing |
| • |
Donations for February/March 2004 doubled compared to
2003 |
| Donations comparison for February /
March 2003 vs 2004 |
| Month |
2003 |
2004 |
| February |
700 |
1390 |
| March |
670 |
1249 |
| Website hits comparison for February
/ March 2003 vs 2004 |
| Month |
2003 |
2004 |
| February |
6869 |
591,702 |
| March |
4993 |
436,731 |
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