This entry concerns a charity fundraising promotion and activation that was deeply integrated into the opening ceremony of a major sporting event, the 2014 Glasgow Commonwealth Games. This is the first time that any sort of cause related marketing or fundraising has been incorporated into such a landmark ceremony.

The work of UNICEF was promoted through video content that was featured throughout the ceremony and the fundraising activation itself created a number of the ceremony’s most significant highlights.

The UNICEF story was flawlessly integrated into the ceremony adding richness, drama, reach and poignant humanity whilst transporting our audience to the farthest corners of the Commonwealth – something that had never been done before.

Glasgow had led the world in a unique gesture of community and generosity and in the process helped make a difference to thousands of young lives across the world.

The results of the campaign were astounding:

• £2.5m raised in the first 40mins

• A peak rate of 962 transactions per second

• Over £5m raised during and as a direct result of the Opening Ceremony- over 3x the target amount

• UNICEF’s message reached a cumulative audience in excess of 1billion

• Over 500 pieces of media coverage with a reach of 212,088,486

• 20,000 mentions on-line

• 1.44m impressions on Twitter

• 18m reach from ambassadors on Twitter

• 1.31m impressions on Facebook