Spread the Love

Client / Sector :

Not-for-profit

Target market :

Those in rural African communities with little access to internet and information about social distancing measures

Deliverables :

Media relations – press release, bespoke media list in UK and Nigeria, supporting imagery

Social media support – bank of social media content and management of the UK and Nigerian social accounts

Digital advertising – promoting lyric video and official music video in UK and Nigeria. Encouraging donations appeal in the UK

Project Overview :

As 68% of the adult population in Nigeria are illiterate and have limited access to the internet, reaching a population of 195.9 million to encourage social distancing and take precautionary measures was no easy feat. After all, how do you ensure important coronavirus messages reach the most vulnerable and remote people during this urgent time?

To tackle this back in April, United Purpose partnered with popular Nigerian music artist, Sunny Neji to write an uplifting and catchy new song to ensure important coronavirus messages reach the most vulnerable and remote people in sub-Sahara Africa.

Together We Will Beat It brought to life the measures needed to stop the spread of the virus – washing hands, staying at home, social distancing – and it had one important message, to ‘spread the love not the virus.’

We wanted to shout from the rooftops about Sunny Neji’s new song, and we did this through social media, media relations and targeted digital advertising to up those video views and get the message out there. It was great to see such an uplifting and positive response to Sunny and United Purpose’s song and message – Spread the love, not the virus.

April 1, 2020

Awarded Contract

Contract begins

April 1, 2020

Campaign launch

Campaign launch

April 30, 2020

Campaign end

Spread the Love

Client / Sector :

Not-for-profit

Target market :

Those in rural African communities with little access to internet and information about social distancing measures

Deliverables :

Media relations – press release, bespoke media list in UK and Nigeria, supporting imagery

Social media support – bank of social media content and management of the UK and Nigerian social accounts

Digital advertising – promoting lyric video and official music video in UK and Nigeria. Encouraging donations appeal in the UK

Project Overview :

As 68% of the adult population in Nigeria are illiterate and have limited access to the internet, reaching a population of 195.9 million to encourage social distancing and take precautionary measures was no easy feat. After all, how do you ensure important coronavirus messages reach the most vulnerable and remote people during this urgent time?

To tackle this back in April, United Purpose partnered with popular Nigerian music artist, Sunny Neji to write an uplifting and catchy new song to ensure important coronavirus messages reach the most vulnerable and remote people in sub-Sahara Africa.

Together We Will Beat It brought to life the measures needed to stop the spread of the virus – washing hands, staying at home, social distancing – and it had one important message, to ‘spread the love not the virus.’

We wanted to shout from the rooftops about Sunny Neji’s new song, and we did this through social media, media relations and targeted digital advertising to up those video views and get the message out there. It was great to see such an uplifting and positive response to Sunny and United Purpose’s song and message – Spread the love, not the virus.

April 1, 2020

Awarded Contract

Contract begins

April 1, 2020

Campaign launch

Campaign launch

April 30, 2020

Campaign end

Results

10 pieces of coverage – mix of broadcast and online and 5.9 m total OTS

Social media – 373.4k video views, 1.5m reach, 2.2m impressions and 242.7k engagements

Digital advertising – 2.1m paid impressions

More case studies

Caerdydd brifddinas Cymru

Our Address

Cowshed Communication
3rd Floor,
Park House,
Greyfriars Rd,
Cardiff
CF103AF

Keep in touch