Barclays – Take One Small Step into the night with UNICEF

Challenge:

In summer 2009 Barclays teamed up with UNICEF to launch a series of night walks – Take One Small Step Into The Night – to raise funds for the education of children in Rwanda. The campaign was also created as a CSR initiative, and as an employee and customer engagement campaign.

Start Live was briefed with creating an in-branch engagement campaign to bring the sponsored night walks to life for both staff and customers.

Approach:

To illustrate the problems of education in Rwanda, Start Live created a high impact piece of theatre engaging customers without interrupting  banking operations. A classroom set was created in the key regional bank branches, featuring a school desk, paper and a pen; namely the items that children deprived of an education do not have.  This instant reminder acted as an allegory for the work that Barclays is doing with UNICEF around the world.

Results:

This project is one of many that Start Live has completed for Barclays. From our position on the brand communication roster we continue to support the bank with internal and external focused events and brand experiences.