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#ClapForOurCarers: Pro Bono Work To Raise £5M For The NHS

During the UK’s lockdown period, that came about as a result of protecting against COVID-19, everyone wanted to do as much as possible to support our incredible NHS. Seeing that people in other countries were showing their collective gratitude through a timed applause en masse, Dutch Londoner Anne-Marie Plas, felt inspired to organise something similar across the UK. She clearly captured the mood of the nation, as the first Clap For Our Carers applause was a resounding national success, the second to fifth were beyond-huge, growing each week, and now the community clap has become a weekly televised event every Thursday at 8pm.

That’s why, when we were approached by Kindred – who were working alongside Clap For Our Carers, creating charity t-shirts to raise funds and awareness – to support them in their pledge to raise £5M for NHS Charities Together. The answer was a simple and immediate YES!

Challenge

The task was simple: raise awareness of Kindred’s rainbow tee, where 100% of profits go to NHS Charities Together, via Clap For Our Carers. The challenge we faced was boosting exposure; In order to raise awareness, we needed to get as many familiar faces and household names as possible in the t-shirts, to then post a picture online and immediately link their audiences through to site for purchase.

Approach

Integral to our influencer marketing approach, is the substantiation of authentic, long term relationships, to ensure we can work as collaboratively and creatively with talent as possible. Our approach to this campaign relied heavily on the outstanding connections we’ve built with celebrities and influencers across a number of years.

Having approached our team of supporters, we asked each of them to capture imagery that was fun and would stand out in-feed, alongside caption copy that was constructed to reflect empathy and urge followers to get involved. We asked all of the celebrities and influencers involved to first explain the rainbow tee initiative, calling on audiences to join the campaign themselves, hashtag-ing #ClapForOurCarers and driving sales.

We set our sights on created an impactful ‘wow’ moment, where it felt online that everywhere you turned, you saw one of Kindred’s rainbow tees alongside the hashtag #ClapForOurCarers – and we did exactly that!

Results

Just as Her Majesty the Queen said in her address to the nation on VE day this year, we – as a nation – are brilliant at coming together in a crisis, to support one another for the greater good. In a nutshell, that’s exactly what happened with this Kindred x Clap For Our Carers campaign. Rainbow tees in aid of the NHS flooded the internet and were seen across national television and in print too.

Some of the household names we got involved in the campaign included: Cheryl Cole, Tom Daley, Pixie Lott, Claudia Winkleman, Amanda Holden, Ashley Roberts, Laura Whitmore, Joel Dommett, Jim Chapman, Oliver Proudlock and Nicholas Hoult. With huge support from the BBC, we saw Victoria Derbyshire wearing the rainbow tee on BBC News, Gethin Jones presented BBC’s The One Show in his rainbow tee, and Zoe Ball hosted her BBC Radio 2 breakfast show wearing hers.

Aside from incredible television and social exposure, we also garnered some amazing press coverage in editorials such as the Daily Mail, OK! magazine, Hello! magazine and Who What Wear.

We were genuinely blown away by the support from our industry friends and clients, to raise some much-needed funding for such an important charity hub. To sum up the campaign, here’s Aaron Simpson the CEO of Kindred:

“Amazing how SEEN Connects established very quickly the right talent to seed this Kindred Rainbow Tee Shirt campaign across an enormous social community. I have lost count how many people have mentioned that this is the Charity Social Campaign of 2020 – and rightly so. Joe [our Head of Influencers Relations] and Sedge [our Managing Director] have over-delivered in a time of uncertainty under COVID-19 – and I can’t thank them enough for their support and guidance. Bravo.’

And finally, our team of celebrity campaigners were honoured to be a part such a special movement, with Pixie Lott saying that she “will wear this T-shirt with pride every Thursday at 8pm and stand proud to clap our amazing NHS frontline workers!”.

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