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Friends of the Earth to take over Waterloo Station's 40m digital screens with 'The Big Picture' donation drive


By Gillian West | Social media manager

March 21, 2014 | 2 min read

Friends of the Earth has appointed Watson Phillips Norman after issuing a challenge to agencies in the UK to come up with a ground-breaking and unique fundraising idea.

Watson Phillips Norman’s winning idea ‘Big Picture’ is now set to launch on Monday 24 March and sees Friends of the Earth take advantage of Waterloo Station’s new 40m digital motion screens to invite people to donate, text in, upload their photos and share what makes the world special to them with some of the photos making it to the big screen.

Kat Heath, direct marketing fundraising officer at Friends of the Earth, commented: “We don’t want to talk at our donors, we want to talk with them, and this invites them to let us know what makes their world amazing. We’ve all got personal reasons for why we want to save and protect the planet and this is just inspiring thousands of people with everyone’s images.”

Watson Phillips Norman business director, John Eversley, added: “We were delighted to win this brief. ‘Big Picture’ is dramatically different and uses the latest technology to engage with new supporters. There’s SMS, of course, and the giant screen, but we’re also using geo-targeting where, if you’re close to Waterloo, you’ll get a message on your smart phone to get you to look for the event. Direct, digital, social media and experiential all combined into one campaign.”

To send in their photos individuals donate £3 with some of the images shown on the screen between Monday 24 and Saturday 29 March. All of the photos sent will however feature on the Friends of the Earth site and those that make the big screen at London’s Waterloo will be texted or emailed to inform them when they will be on display. Every donation will be followed up by a telemarketer.

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