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Street Dance for Change: Aviva + Railway Children

Aviva wanted to create a ‘big bang’ awareness campaign for their UK charity partner, Railway Children as part of their global Street to School CSR initiative. Railway Children fights for the rights of young people alone and at risk on the streets in the UK – which is a relatively hidden issue within UK society. H+K Strategies proposed a route that would lift the lid on the issue, profile Railway Children’s vital work and mobilise young people to engage and spread awareness of a cause that affects their more vulnerable peers.

The Street Dance for Change campaign was born. Hosted on Aviva UK’s Facebook pages, H+K Strategies recruited dance group Diversity as campaign ambassadors to star in a brand new dance video which spelled out the challenges faced by young people at risk in the UK, with stunning special effects. Diversity invited others to submit their own Street Dance for Change video to help spread the word. Every view of an uploaded video triggered a £2 donation from Aviva to Railway Children.

The campaign, which launched on 26th September and has so far received in excess of 90,000 views and reached Aviva’s fundraising target of £100,000 in under three weeks. More than 35 young people have uploaded their own Street Dance for Change videos and the Diversity video, created by H+K Strategies with partners Wing productions, was featured extensively on BBC1’s Newsround, Hello magazine’s website, in First News and in a plethora of regional titles. From the video uploads with the most views on 4th November 2011 a final winner picked to meet Diversity backstage during their 2012 tour.