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WORLD

Case Studies

WORLD VISION

Events

PR

23 January 2018

CARVE A HEART

The Challenge

Now in its fourth year, Carve a Heart is an annual campaign run by international children’s charity, World Vision, which uses Halloween as a hook to highlight children living in fear across the world.

Hatch were briefed to create a number of standout PR ideas to raise awareness of the Carve a Heart 2016 campaign.

Create an engaging pumpkin event to encourage target audience to carve a heart in their pumpkin on Halloween.

Stimulate social media sharing using #carveaheart.

The Solution

Hatch created the UK’s first urban pumpkin patch and brought it to Covent Garden in London. Over the space of five days, the pumpkin patch was seen by/engaged with 457,142 people.

On the last day of the event (Halloween), Londoners we’re encouraged to PYO (pick your own) pumpkin to take home to carve a heart in.

Hatch also managed the PR around a series of regional church events, a GIF photobooth at Westfield shopping centre and a standalone pumpkin carriage pop-up at Manchester Piccadilly train station.

Outputs

  • 53,309,354 opportunities to see from PR coverage
  • £181,500 PR value
  • 9,134,805 #carveaheart reach
  • 109,599 footfall at Manchester Piccadilly train station
  • 1,835 Westfield GIF Photobooth engagements