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FMBX News
Posted: Nov 9, 2011
somewhereto set for viral and live activation
somewhereto_, a London 2012 Olympic and Paralympic Games legacy project, has appointed The Tailor of Shoreditch to create and execute a national awareness campaign, incorporating viral marketing, user generated content and live events.
somewhereto_ is a nationwide project to help young people find the space they need to do the things they love, within sport, culture and the arts. Delivered by youth engagement agency Livity in partnership with Channel 4 Education, somewhereto_ is funded by Legacy Trust UK, an independent charity set up to help build a lasting cultural and sporting legacy from the London 2012 Olympic and Paralympic Games across the UK.
The national campaign to be executed by The Tailor of Shoreditch will focus on building awareness across two audience groups:
- space-holders – individuals who own or manage space and can donate their space
- 16-25 year olds looking to secure access to spaces they need to do the things they love – be it dance or photography, skating or football, painting or playing in a band…
The campaign will incorporate ‘call to arms’ films which are then distributed online via various seeding techniques to create a viral campaign, and regional live experiences to encourage participants to create their own ‘somewhereto_ spaces’ and film them.
Sam Conniff, Livity chairman said: “The brief we sent out to agencies was challenging due to the sheer enormity of the project as well as the number of messages that need to be communicated to the different audiences. The Tailor delivered a proposal that excited us as it demonstrated an understanding of what we have set out to achieve with somewhereto_. We are very much looking forward to working with them on somewhereto_ over the coming months.”
