ScottishPower Race for Life
The energy to help beat cancer
I was half of the creative team tasked with making the second year of ScottishPower’s sponsorship of Race for Life bigger and better.
So we set a higher target – generate 50,000 High 5s and ScottishPower will give £25,000 to Cancer Research UK.
And we created the Big 5 Challenge.
To generate High 5s in year 1, participants had to do something, such as post a photo of themselves high-5ing on Facebook, preferably while wearing the pink glove in their welcome pack.
For year 2, we made generating High 5s much more fun, and made the pink glove the hero.
We encouraged people to bling their glove and created giant inflatable high-fiving hands to make the ScottishPower stall a landmark at Race for Life events.
The whole thing was run through Facebook, tying in with Spotify for one challenge.
In a sector that is classically low-engagement, the Big 5 Challenge proved that ScottishPower could galvanise support for a good cause. 40,000 people engaged with the campaign, more than 13,000 people liked the Facebook page and 50,000 High 5s become a £25,000 donation.
The bigger picture
I was the main copy engine on ScottishPower while BBD had the account, working on all aspects of it, shaping brand voice and acting as guardian when other copywriters worked on projects.
I was involved in improving the business-as-usual customer comms, such as maturity mailings and welcome cycle comms – all of which spanned web, email and print.
In parallel, I worked on acquisition, win-back campaigns, direct debit promotions and other activity.
I was also half of the lead creative team on the launch of smart meters (2013) and Unifi (2011) - ScottishPower’s energy monitoring and control device.
I also came up with the name and set the spirit for ScottishPower’s approach to the Green Deal – which evolved into the Great British Housewarming scheme.