One Percent Difference

1% difference campaign

One Percent Difference

Challenge

Drury | Porter Novelli worked with Philanthropy Ireland to deliver the One Percent Difference Campaign. The One Percent Difference was supported by charities, sports and arts organisations and the wider not-for-profit sector. It was the largest and most significant public awareness campaign of its type ever undertaken in Ireland. The campaign called on Irish people and business to commit 1% of their income, profits or time to a cause they believed in. By getting the public to find a cause they believed in – and allowing them to see that they had the time, talent or money to support it – this would greatly increase charitable and philanthropic giving in Ireland.

Solution

An extensive PR campaign was developed to celebrate the value of the not-for-profit sector in Ireland and to demonstrate the importance of giving and philanthropy to the future development of Irish society.  The campaign was launched in Dublin in June 2013 by Minister for the Environment, Community & Local Government, Phil Hogan, T.D. and Mary Robinson, former President of Ireland. One Percent Difference formed editorial partnerships with RTE, The Irish Times, The Irish Daily Mail and the Gaelic Athletic Association (GAA).  The GAA relationship resulted in a dance performance unveiling of the logo at half time of the Senior All-Ireland Championship Football Semi-final in Croke Park to an audience of almost 70,000 people.  Former US President Bill Clinton was invited to address an audience of 250 guests, asking corporate Ireland to pledge their support the campaign. Finally, the campaign hosted National Giving Week to initiate debate on the topic and participants were encouraged to sign up to the campaign and pledge their support. Through the partnerships with The Irish Times, Irish Daily Mail and RTE, daily editorial features were placed in each outlet, reaching diverse targets with a message that was impossible to miss.

Results

The awareness of the concept of Philanthropy has increased from 48% to 57% – an increase of 9%. The campaign achieved mass awareness across national print and broadcast media, with an AVE of over €2 million achieved as part of the campaign with substantial broadcast, national print and regional print secured over the course of the campaign. As part of National Giving Week, the One Percent Difference campaign featured in the Daily Mail, Irish Times and RTE every day of the week, using a mix of impactful case studies of charities signed up the campaign and their celebrity ambassadors to bring the campaign to life. There was a marked increase of followers and conversations on Facebook (19,607) and Twitter (6,115). Coverage created discussion and debate on the topic which was the primary objective. The majority of the coverage directed people to log onto www.onepercentdifference.ie. As a result a total of 31,873 people logged onto the website to calculate their 1% and found a cause that would best resonate with them. Over 698 good causes are currently signed up to the campaign and are greatly benefitting from their involvement. The campaign was very positively received by major corporations in Ireland, with companies such as Vodafone, Done Deal and Country Crest all signing up to support the initiative.