PMW Communications working together with the Dame Vera Lynn Children’s Charity
Marketing agency, PMW Communications, worked pro bono for Dame Vera Lynn’s Children’s Charity, which supports children up to the age of five with cerebral palsy and other motor learning difficulties. The aim was to raise £10,000 for the purchase of a new ‘magic carpet’ and raise the profile of the charity as it moved location.
As Dame Vera’s 100th birthday approached, PMW Communications heavily promoted a variety show to be held at the London Palladium in her honour. Support included design and copy of all collateral and PR surrounding the event.
In addition, the company organised a surprise spectacle to take place on the White Cliffs of Dover on Dame Vera’s birthday. Huge replica bluebirds were placed on top of the cliffs, a Spitfire flyover took place and WWII veterans performed a military salute.
The aim of this spectacle was to achieve worldwide media interest, raise awareness of the cause and inspire donations.
In total, £70,000 was raised for the charity, the birthday spectacle trended worldwide on Facebook for two days and over £6m in PR coverage was achieved.
All this was achieved with zero budget