Beatbullying wanted to achieve cut through during Anti Bullying Week (ABW). To deliver this Beatbullying and the PR company created a truly unique concept – a world first that no other organisation had done before...

THE BIG MARCH - THE WORLDS FIRST DIGITAL PROTESTTBM was the first globally connected digital protest march taking place on November 15th, the launch day of ABW. People created digital avatars to join in and companies came on board to let the march walk across their websites.Objectives:Campaign for Government to consider an Anti-Bullying Review: Over 50 MPs joined The Big March and a deputation with Deputy Prime Minister Nick Clegg was achieved Raise funds for Beatbullying: The campaign raised £174,000 for the charityTBM to be the media focal point for Anti Bullying Week and boost social media awareness: Social media and website hits/ followers soared by 6,667% and coverage PRV came in at over £10m To deliver this we devised a four phase strategy:1. Partnerships with third sector bodies and private companies2. High profile people to join The Big March3. Pushing Government to consider an Anti-Bullying Review4. Getting young people aware of and involved in The Big March.

1. Create partnerships with third sector bodies and private companies: Over 60 organisations allowed TBM to cross their websites. Organisations also built tents containing information on TBM online muster point.Organisations involved ranged from The Sun, YouTube, Facebook, AOL, TOTAL, Google and Office of the Children's Commissioner as well as partner agencies.

2. High profile people on board to join TBM: Well-known people were approached to create their own avatars including Freddie Flintoff, Pixie Lott and Archbishop Desmond Tutu.3. Push Government to consider an Anti-Bullying Review: TBM supporters signed a petition which was given to Deputy Prime Minister Nick Clegg at a face-to-face meeting. Over 50 MPs also added their support.4. Get young people aware of and involved in TBM: BRIT nominated singer Pixie Lott was approached and agreed to provide her unreleased track 'Get Weak' as free to download anthem for TBM.

Beatbullying made World History with TBM - a pioneering step for campaigning.1. Campaigning for Government to consider an Anti Bullying Review: TBM received support from 50 MPs and a meeting with Deputy PM Nick Clegg2. Raise funds for Beatbullying: TBM raised £174,0003. Make TBM a media focal point during Anti Bullying Week: Total campaign - PR Value - £10,554,650 and ROI of 302:1- 27 celebrities joined the campaign - Facebook engagement went from 1,471 to 47,076 (3,100%)- Twitter followers rose by 191% (from 2,250 to 6,545)- Traffic to Beatbullying.org and CyberMentors.org.uk rose by 3,264% and 112% respectively- Broadcast coverage included: a cross BBC outlet partnership, Sky, Daybreak, -Lorraine, ITN, Channel 4 and Channel 5- Emma-Jane Cross, CEO, Beatbullying: "We created history together with a phenomenal PR machine working at 100mph. This campaign has helped thousands of young people and its impact reverberates through the corridors of power."