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By Ishbel Macleod, PR and social media consultant

November 7, 2011 | 1 min read

Digital marketing agency Pillory Barn used an 80-strong flashmob choir to raise awareness of Ashford-based children’s charity, The Caldecott Foundation.

Pillory Barn roused anticipation with local press coverage of a ‘surprise event’ at the local Dobbies Garden World, but for maximum impact it was kept secret from shoppers and the majority of Dobbies staff.

The Ashford Sings choir sung ‘I’m walking on Sunshine’ by Katrina and the Waves, chosen because the charity has asunshine logo, accompanied with the strapline ‘giving children a brighter future’.

Samantha Scott, fundraising manager from The Caldecott Foundation, said: “The Caldecott Foundation is 100 years old this year and we are fundraising £750,000 for a vocational training unit to help the older children in our care learn vocational skills.

“It is increasingly challenging for charities to raise their profiles in the current climate, so when one of our social workers came up with the choir flashmob idea, we thought it would be perfect to entertain an unaware public and leave them with a positive long-lasting feeling of the Caldecott Foundation.”

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