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Children's charity Barnardo’s has partnered with Picturehouse to offer a range of Christmas screenings, including a broadcast of The Nutcracker live at the Royal Opera House, in a bid to raise awareness and money for the charity.
The multi-platform activity has incorporated on-screen, online and social media as well as in-house press and OOH advertising; all orchestrated by media agency John Ayling & Associates and Digital Cinema Media.
The partnership with Picturehouse has enabled Barnardo’s to offer a greater depth of content, explaining how the charity helps generally, and more specifically around Christmas, by utilising the various touch points across the Picturehouse estate.
Crucially, it has given cinema-goers the opportunity to donate via on site Barnardo’s fundraisers or on-screen text response.
Gerry Anyanwu, group head at DCM said: “We worked together with JAA on a bespoke solution for Barnardo’s. The partnership offers a unique opportunity to leverage the creative work across all Picturehouse touchpoints in an environment where the audience is highly receptive.”
Lindsay Gormley, assistant director of marketing at Barnardo’s added: “Christmas at Picturehouse allows us to connect with donors at Christmas time. The ability to engage cinema-goers with detailed content about our work and projects makes this activity a vital part of our overall campaign. The TV campaign which is airing at the same time raises awareness and continues to be an effective medium but we wanted to incorporate a more personal and tailored piece of activity.”
