MessageSpace » Targeted advertising strengthens Norwich Union’s CSR strategy

Targeted advertising strengthens Norwich Union’s CSR strategy

Norwich Union’s comms strategy required engaging with Government as a key stakeholder in two separate and distinct areas:

corporate responsibility, and
directing regulation and legislation affecting the insurance and finance industry

The firm’s work and multi-stakeholder partnerships in helping the community, sponsoring worthwhile causes and acting as the industry leader was given a boost by targeting ads to opinion makers and influencers within the Whitehall ecosystem.

Throughout the first week in May, MessageSpace was able to raise awareness of Norwich Union’s sponsorship of UK Athletics by leveraging our politically influential and engaged audience of MPs and policy makers across Westminster and Whitehall and driving traffic toward the Community Sports Fund microsite. The initiative aims to get the public involved in UK athletics at its grassroots level, giving 200 sporting initiatives around the country the opportunity to win valuable funding. The ad campaign was seen to have strengthened the broader message, utilising the latest in web innovations to communicate the benefits of the initiative to the influentials on a local level.

Notes for Editors: Norwich Union & UK Athletics

Norwich Union has been the number one sponsor of UK Athletics since 1999 with a significant amount of money invested in developing the sport at grassroots level. This support is making it easier for every child in the UK to have the opportunity to have access to athletics by 2012, and provide extensive support to teachers to deliver the sport in schools. By 2012 it is anticipated that over 10 million children will have been actively engaged in Norwich Union-funded athletics schemes.

As the team behind UK Athletics, Norwich Union’s support at every level will add value to the existing World Class Pathway investment in elite athletes, provide more opportunities to help identify future champions, and also help prepare children for life challenges through increased sporting participation.