Joseph Swims

Joseph Swims

JOSEPH SWIMS

BRAND IDENTITY / GRAPHIC DESIGN / ILLUSTRATION / EVENT MANAGEMENT / PRINT PRODUCTION / SOCIAL MEDIA

 

Joseph Swims was a campaign for a very special ‘superhero schoolboy’ called Joseph Purcell, who was just 7 years old at the time.

THE BRIEF


Joseph’s school was an existing client of ours, and it was whilst checking over their website that we chanced across a blog telling the tale of this extraordinary boy and his charity 21-mile cross-channel swim (actually undertaken in the safety of a swimming pool). Motivated by a desire to aid Syrian refugee children, he had already completed half of his epic charity swim when Gasp offered assistance. We felt such efforts were deserving of much more attention and donations. He had done the hard work all by himself, but needed help in communicating his efforts to a wider audience, thus raising awareness and keeping the donations coming in. 

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THE ANSWER


Inspired by Joseph’s favourite drink, we came up with the idea of creating the ultimate ‘21 Mile’ chocolate milkshake in his honour, as we knew of the perfect partner to help us; the independent Wokingham café Oslar. They are renowned for continuously doing charity work in the community, and were delighted to help create the shake and donate the sale proceeds to Joseph’s fundraising effort.

The ‘21 mile’ shake (a specially created blend of Zuma chocolate, Guernsey ice cream, fresh Guernsey milk, whipped cream and popping candy), was launched in Wokingham, with banners in the market square, posters, local press attendance and teams of promoters handing out balloons and stickers – all encouraging people to try the new shake and support Joseph. We also used social media and PR to engage a wider audience, which generated fantastic press coverage and a steady stream of donations.  

Illustrator Rob Anderson, a friend of the show and long-time collaborator, helped us create the Joseph superhero character.

The final piece was a kids’ activity sheet to go on tables in the café, with a Joseph Swims Superhero colouring-in figure on one side, and an animal trail activity map on the other side (featuring animal landmarks around Wokingham town centre for kids to spot, including a cameo from Gasp’s very own Miffles!). This helped keep the promotion top-of-mind with café customers in the weeks after the launch event, and engage kids with Joseph’s amazing fundraising effort.

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By the end of the promotion, Joseph had raised just over £3,000 (tripling his original target of £1,000), while further donations continued to come in afterwards as a result of both the regional press and the national media coverage, including Sky News and a London Tonight interview.

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THE RESULTS


By the end of the promotion, Joseph had raised just over £3,000 (tripling his original target of £1,000), while further donations continued to come in afterwards as a result of both the regional press and the national media coverage, including Sky News and a London Tonight interview. Online awareness was generated from social media activity and, of course, thanks to Joseph and his family’s enormous dedication and energy. 

Everyone involved in the project, including Gasp, gladly offered their assistance for free, as it was such a fun project and great cause. After such outstanding efforts from one young boy, the charity Hand in Hand for Syria arranged for Joseph and his family to fly out to Syria, where they helped with the aid effort and could see the fruits of their huge labours.

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Thank you so much for all your hard work, creativity and enthusiasm. What you did for Joseph and Hand in Hand for Syria was absolutely amazing!

Joseph, Super Hero, Joseph Swims

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