#switch180 charity awareness campaign

The brief

Snow-Camp, the national snow sports youth charity, needed a name and an identity with strap-line development for their Winter Olympic digital awareness campaign.

The campaign was to launch in time with the Winter Olympics to showcase the charity mission of giving young people living in inner city locations an opportunity for a career in snow-sports and a step on the ladder to learn vital life skills. The campaign identity needed to be industry specific and in line with their current brand while also able to stand alone.

Our solution

After researching Snow Camp’s audience and the range of sports, we focused on the name of a snow-sports trick that fitted the vision of snow camp perfectly.

We developed the strap-line to make sure the message was very clear and supported the visual identity. The identity was then developed into a toolkit of social media graphics and used across social media channels, website and video during the event.

We met with some initial resistance with the Snow-Camp team with regard to the name “Switch 180”.  They felt that perhaps the term was too closely linked to only one sport. We demonstrated that the term “Switch 180” had a wider known meaning and was unique enough to gain real traction in social media which was their primary channel for reaching their target audience.

The campaign was a real success and prompted high profile support from celebrities wanting to share their own ‘switch180 moment’ including Chemmy Alcott.

The services we delivered within this project included:

• Campaign name
• Campaign strategy
• Campaign identity and strapline
• Social media suite of social graphics
• Social media graphic template for in-house use