Reading Room, a digital agency in the UK and Australia, has created a social media campaign for the Royal Air Force Benevolent Fund (RAFBF) in hopes of engaging new constituents and increasing fundraising totals. The campaign marks the 70th anniversary of the Battle of Britain and revolves around the ‘1940 Chronicle’, an online newspaper which breaks daily news of Britain at war from the same day 70 years ago, as though the Battle of Britain is happening in real time.
Interwoven with this historically accurate account of the Battle are the stories of five fictional characters: a Hurricane Pilot (George Sheridan, pictured in the top right), a Radar Operator, a Plane Mechanic, a Nurse and a Journalist. Their personal accounts of the Battle began to unfold against the backdrop of the war through a series of blogs in the form of diary entries on June 21 and will continue through September 19.
It is a creative way to engage constituents and take advantage of telling a historical story on Twitter. In fact, it takes the interesting idea of playing out real events (like Ferris Bueller's infamous day off) and uses it to raise money.Reading Room commissioned acclaimed writer Kevin Telfer (author of Peter Pan's First XI), who worked closely with the RAFBF, to write the campaign content.
Dean Benton, RAFBF director of marketing and communications, told Brand Republic: "We hope the campaign will bring home the impact of conflict on serving personnel and their families and the need for an organisation like the RAF Benevolent Fund – both in 1940 and still today in 2010."
Margaret Manning, chief executive of Reading Room, said: "The emergence of social media channels offers huge opportunities for charities to have conversations with their audiences, and the 1940’s Chronicle campaign is a perfect example of how this can be achieved. We’re extremely proud to be part of such a unique and exciting campaign."
Dean Benton, RAFBF director of marketing and communications, told Brand Republic: "We hope the campaign will bring home the impact of conflict on serving personnel and their families and the need for an organisation like the RAF Benevolent Fund – both in 1940 and still today in 2010."
Margaret Manning, chief executive of Reading Room, said: "The emergence of social media channels offers huge opportunities for charities to have conversations with their audiences, and the 1940’s Chronicle campaign is a perfect example of how this can be achieved. We’re extremely proud to be part of such a unique and exciting campaign."
Are there any events you could use to tell a story via social media?
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