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Lobbying
campaign |
Electrical waste campaign raises profile
of UK charity
| The Challenge |
| • |
Build a national profile for Computer Aid
and position the charity as a force for change in international
development |
| Strategy |
| • |
Develop a high profile campaign around the
impact of illegal ‘dumping’ of the UK’s
electrical waste in developing countries |
| • |
Launch campaign by announcing petition on the Number
10 website, calling on the UK government to stop the flow
of electrical waste out of the UK http://petitions.number10.gov.uk/computeraid |
| • |
Maintain awareness through regular commentary on ‘green’ issues
relating to the disposal of electrical equipment |
| • |
Set up a Computer Aid Twitter profile and build a community
of ‘green’ advocates and charity supporters:
www.twitter.com/computer_aid |
| Results |
| • |
10 interviews secured, including appearances
on Channel 4 News, Sky News and face-to-face meeting with
John Vidal, environment editor of The Guardian |
| • |
Over 40 pieces of coverage generated, including Daily
Telegraph, The Guardian, New York Times, Green Citizen,
BusinessGreen, ComputerWorldUK and Information Age |
| • |
Over 800 signatures on government petition (securing
over 200 signatures guarantees government response in April
2009, allowing for a new wave of media communication) |
| • |
400+ followers for Twitter account |
“Wildfire’s understanding of Computer Aid’s
work enabled them to come up with a great campaign. As a result,
national awareness of the charity has increased and donations
have reached an all-time high. We’ve been able to forge
new relationships with like-minded organisations and become
a real force for change.”
Anja ffrench, Marketing Director, Computer Aid International
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