Engaging communities through celebration
Ecclesiastical Insurance wanted to highlight its commitment and deep expertise within the church sector whilst also raising awareness of the value of the community work that churches do outside of their religious duties in tackling some of society’s toughest social issues and safeguarding the communities they live and work in.
To achieve this, Speed devised and executed an innovative, highly-visual and imaginative multi-channel campaign – ‘Fabric of the community’. The campaign kicked off with comprehensive research into the importance of the church to communities and an initiative which saw churches across the UK ringing their bells en-masse in solidarity to celebrate the great work that they do. At the campaign’s core was a competition, with churches submitting unique artwork that encapsulated their community contribution. Entries formed an impressive 10m x 3m ‘Great Community Mural’ unveiled at St Paul’s before touring UK cathedrals.
The competition generated over 10,000 unique visits to the Ecclesiastical website and saw almost 300 entries from across the country. In addition, over 150 pieces of national, regional, broadcast and trade coverage were secured and more than 30,000 people reached with the mural display. Facebook impressions grew by 527% from Q1 to Q3 in the year with Twitter impressions up by 160% during the same period.