In 2010 Aviva ran an ad campaign entitled 'You are the Big Picture', whereby consumers could upload a picture of themselves through Aviva's Facebook page, which would then be displayed in prominent cosmopolitan areas (see picture). Aviva have once again launched this campaign. Consumers are charged a sum to upload their photo which is then donated to Save the Children's Street to School program. However where as in 2010 consumers paid £1 to submit a photo, this year they will be charged £2, with all submission fees being paid into Save the Children's program.
The aim of this program is to provide education and counselling to 2.000 children a year in India by funding two mobile learning centres.
This partnership is a great way for this program to raise money. It allows the consumer to not only donate but appear on an Aviva ad campaign, a great incentive! In turn Aviva appears not only in touch with their consumers, treating them as individuals, but in touch with the need for charitable giving around the globe.
It has promising prospects as last year Aviva's Facebook page received 2 million views, while in excess of £150,000 was donated to Save the Children. Hopefully they'll be able to surpass that this year.
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