Aviva decided to make a £1 million pot of money available and launch it to the nation - helping communities apply for funding from £1,000 to £25,000, while raising awareness of Aviva in the process. To win a share of the funding, all community groups had to do was put their case forward and get voted through by the general public to make it to the final shortlist.
The idea
Across the UK there are thousands of charities and civic-minded groups working tirelessly for their local community. Yet too often these stories never get told. This insight sparked Aviva's idea: to communicate their entire campaign through the medium of storytelling.
Their first task was to make the storybook as authentic as possible, so they published it as an eBook on the Aviva Community Fund (ACF) webpage and across social media - complete with family friendly illustrations that brought each story to life.
The results
It turns out charitable giving IS good for Aviva’s business. Aviva's strategy of sharing the stories of great causes inspired a flood of new ones, with 3,321 submissions received.
With awareness of ACF now established across much of the UK, Aviva are perfectly placed to help even more local causes start their new chapters in the years to come.
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(Please note: parts of this case study may have been redacted for confidentiality purposes.)
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