Knowing your lemons, #fooddancing and working out like a dog

  • 1
  • January 20, 2017
Beth Hibbert

Beth Hibbert

Digital PR Strategist

Charities are leading the way in our favourite PR campaigns this week. Read on to see some of the creative ways different brands and charities have been making the headlines.

The Knife Angel – British Ironworks Centre

The Knife Angel is a sculpture created by the British Ironwork Centre for the victims of knife crime. The project started two years ago, and has been created with blades donated by police departments across Britain following their knife amnesty.

Clive Knowles, the chairman of the British Ironwork Centre said:

“We offered to build 150 knife amnesty banks for British police forces, free of any cost. And the only provision was that they would have to give us the weaponry in order to build a national monument against violence and aggression.”

Once completed, an application will be submitted for the statue to be displayed on Trafalgar Square’s fourth plinth in London.


Know Your Lemons – Breast Cancer Now

Our next campaign is another that is potentially lifesaving. Worldwide Breast Cancer have come up with a clever way to get the nation to check their breasts this January. In a bid to raise awareness of the signs to look for, the charity has used lemons to symbolise different things to look out for, helping women to overcome any fears they have about checking their breasts (and getting around social media rules about female nipples).

The Know Your Lemons campaign first launched in 2003, but these new images and the power of social media are really helping to get the message out there. You can find out more on their website.

#fooddancing – Sainsbury’s

Sainsbury’s have surprised us with the direction their latest advert has taken. Their new #fooddancing TV advert targets a much younger audience. The energetic ad shows people dancing whilst cooking, highlighting the fun in food. Alongside the ad, you can find a #fooddancing playlist on the brand’s Spotify channel.

Sainsbury’s director of brand communications Mark Given says: “The excitement and energy created by our #fooddancing film is the perfect antidote to how our customers tell us they feel in January. Why should one month of the year have less opportunity to live well than any other? Having fun in the kitchen is a big part of living well. Whether you are whipping up your signature dish or just having a cheese sandwich, making something to eat is a joy. So let’s celebrate it.”

Work Out Like a Dog – Blue Cross

At the start of every year, it feels like the world goes fitness mad. And the pet world is no exception. In a campaign to help raise awareness of the importance of exercise to a dog’s health and happiness, pet charity Blue Cross is hosting a Work Out Like a Dog boot camp.

The event will take place in London’s Victoria Park during 30th January – 3rd February and will see attendees take part in activities such as fetch, tug-of-war, digging and doggy stretches.

Mandy Jones, director of rehoming for Blue Cross, said:  “Anyone would agree that, in addition to losing weight or toning up, regular exercise acts as an incredible release for pent-up energy or stress. We weren’t designed to spend all day cooped up and sedentary – and neither were our furry friends. With Work Out Like A Dog we wanted participants to channel the joy a dog feels playing their favourite games in the park, as well as the physical benefits.”

The Workplace Equality Index – Stonewall

In keeping with Stonewall’s mission to unite and create positive change for the LGBT community, they have released research into the top 100 companies for LGBT people. The workplace equality index named Lloyds Banking Group as the top place to work, followed by Pinsent Masons and JP Morgan.

The annual study not only drives awareness for Stonewall’s aims but also helps highlight the good work that is being done by companies across the UK who support the movement.

Karin Cook, the Group Director for Operations at Lloyds Banking Group, said: “Ensuring our LGBT colleagues are as engaged as other colleagues is important for meeting our commitments on inclusion and diversity as part of our Helping Britain Prosper Plan. This award recognises the progress we’ve made in this space.”