The unlawful killing of George Floyd sparked protests across the globe in support of the Black Lives Matter (BLM) Movement. But with the threat of COVID-19 hanging over us, many people were unable to attend out of fear of contracting or passing on the virus.
RESPONSE
Black Lives Matter wanted everyone to be able to show their support for the movement, and rally with those on the ground. Our solution was to create one of the world’s largest ever virtual protests.
The Zoom demonstration reached a total of 4 million people worldwide, providing them with educational resources and offering a platform to essential black voices from grassroots organisations throughout the day.
THE EVENT
We treated the event as an opportunity to educate people further about anti-racism. Featuring footage live from the protests, educational materials and speeches from grassroots organisations and activists, including Black Lives Matter, George The Poet, BLKOUTUK, Mama Youth Project and Dope Black Dads.
Results
4 million people from 23 countries attended the virtual protest.
Winner of The Drum’s Social Purpose Awards.
Grassroots organisations featured saw an increase in enquiries.
REQUIREMENT
In Autumn 2020, Revolt unearthed the shocking stat that 1.78m children in the UK did not have a laptop from which to do their schoolwork. This was a problem prior to Covid– devices are needed for homework too–but homeschooling during the pandemic meant these young people had no access to education.
Response
Awareness of this issue was low, so Revolt set about developing a brand to encourage the general public to donate their old devices–an estimated 40m unused in the UK.
We brought together a network of charities who were already refurbishing old laptops but received only sporadic donations, under the “End Laptop Poverty” banner, and directed people to give to their local charity via our website.
OUTCOME
We then partnered with the Department for Opportunities, who lobbied their corporate partners to donate, and sent an open letter with ally MPs to the government about the issue, published by ITV and The Guardian.
When Lockdown 3 hit, we pushed our campaign further with national OOH, a partnership with Joe Media, and projecting our message directly onto the Houses of Parliament.
Results
A 50% uplift in donations to the charities we featured.
Over 1,107 laptops were donated to young people, each translating to a potential lifetime earnings uplift of £100k.
Requirement
LIFEWTR believes creativity should flow like water. But unfortunately, for years diverse creators have been denied the platform they deserve to have their work seen, limiting the artwork we see in culture.
Response
We created Life Unseen, a platform fighting for fair representation in the arts by spotlighting the inequalities that exist.
At its heart was the industry’s biggest ever study of the representation gaps in fashion, music, art and film. Led by research partners QSide, this data acted as our call to arms. To show what’s possible when underrepresented artists are supported, we brought in Issa Rae and commissioned 20 artists to create original work about a story that needed to be told.
OUTCOME
Their contributions to the Life Unseen Gallery became 20 new bottles for the brand. Paid media told the real stories of five of them. This was augmented by a new grants programme, with mentioning from Issa, so more underrepresented artists could also see their work get made.
Results
25 artists received support through commissions, funding and mentoring.
3.8 billion impressions, 100% positive sentiment.
Featured on the Daily Show with Trevor Noah.
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