#ONEMILLIONCLAPS

Thursday 26th March 2020, 8pm.

As the nation stood on their doorsteps to clap for our carers, we approached NHS Charities Together – the people who care for the people who care for us – with an idea to turn this outpouring of love into donations and messages of support for our amazing NHS staff.

Two weeks later, on a Thursday night just before 8pm, ‘One Million Claps’ premiered on ITV. Soundtracked by a specially re-recorded version of ‘We Will Rock You’, we asked 1 million people to text a £5 donation and a message of support and thanks, to be passed onto their local NHS hospital.

40” TV

Agency: Open
Creative Concept & Idea: James Dawe, Jamie Tierney & James Briggs
Creative Director: Jamie Tierney
Production: Craft Films

ITV PARTNERSHIP

Our film ran in donated media slots from brands including North Face and Pepsi and was heavily promoted by ITV, across Good Morning Britain, Lorraine and This Morning. Our fundraising calls to action were broadcast immediately after the weekly clap at 8pm, culminating in the ‘NHS Day’ takeover of their daytime schedule.

Watch the trailer below.

MAXIMISING INFLUENCER REACH

To get maximum reach on a shoestring budget, we asked celebrities and influencers to share the campaign and their own message of thanks, inspiring the nation to do the same.

THANK YOU FILMs

A key part of the campaign was to show these messages reaching our NHS heroes, so we made short films showing staff reading messages sent in by the nation. These showed the impact and joy of taking part in #OneMillionClaps but also created a sense that if you hadn’t sent yours yet, you were missing out!