Fours objective was to create a nationwide news and social media campaign inspiring people to take part in the biggest ever clean-up event in advance of the Queen’s 90th birthday.
Awareness was raised using a creative variety of media channels, including an active Twitter hashtag campaign, a nationwide school poster competition and the involvement of high-profile groups such as The Archers and The Only Way is Essex casts, plus a parliamentary launch at the House of Commons which saw almost 90 MPs photographed in the campaign t-shirts.
Approximately 2,000 positive pieces of media coverage were achieved, with an estimated PR value of £3 million. There were also around 72,000 positive social media mentions, with more than 1 billion total impressions.
The Four Communications campaign secured extensive support from MPs, businesses and media outlets for Clean for the Queen, which eventually saw 250,000 people pick up 30 million bags of litter – smashing the record for the UK’s largest ever clean-up event.