By Katie Deighton, Senior Reporter

November 4, 2016 | 2 min read

Plan It Day challenger Business In The Community selected two campaign ideas as solutions to its set problem: how do we rally companies together to revive the British high street, increase local retail footfall, turn around empty premises and create jobs.

Team one put forward the concept of 'The High Street High School' where the big name brands on the high street would pass on their experience and expertise in a classroom environment with practical lessons such as ‘maths' being used to inform other smaller businesses of the kind of financial and numerical practices which have allowed them to be as successful as they are. Other typical school subjects such as 'history' and 'social studies' would provide a comprehensive roundup of the plethora of hurdles which all business face and in turn would see high street brands working together to maximise their potential.

The second team took on a more radical approach where BITC would stage the spoof death of a high street complete with closure signs, social media campaigns using the hashtag #SaveOurHighStreet and local media coverage. The idea was to raise awareness of the possibility of such a troubling possibility if businesses failed to come together for the greater good.

After hearing both plans, BITC’s enterprise and culture director, Jane Pritchard, concluded that BITC could not afford to pass on either. The High Street High School plan will be put into practice on Do it Day while the closure idea will be attempted later.

Team one: Laetitia Rennie, director of commercials and branded content at ITN Productions; Kim Wills, KJW; Simon Harwood, RAPP; Kerry Meakins, The Drum.

Team two: Andrew O'Sullivan, OgilvyOne Business; Chris Storey, Financial Times; David Pool, Space and Time Media; Laura Chacksfield, Space and Time Media; Nicholas Berneen, Ravensbourne; Gavin Floyd, The Drum.

You can book your ticket for 10 November here.

Do It Day Plan It Day Marketing

Other episodes in the series

Episode 1

How IBM will help police forces to find missing people faster at The Drum’s Do It Day

We caught up with IBM’s Julia Glencross to find out how the brand will be changing the world on Do It Day.

Episode 2

How Dennis Publishing plans to generate awareness for the Heart of England Forest on The Drum’s Do It Day

Dennis Publishing is back for a second year of Do It Day, hoping to build on the forestry success of 2015 with its ‘Hug a tree: Name our forest’ campaign.

Episode 3

How ClientEarth will help combat London deaths from air pollution at The Drum’s Do It Day 2016

ClientEarth will help Londoners avoid life threatening air pollution levels with a new awareness campaign, which will be put into action at The Drum’s Do It Day on 10 November.

Episode 4

How the Eating Better Alliance will encourage men to eat less meat on The Drum’s Do It Day 2016

The Eating Better Alliance will oversee the launch of a new campaign at this year’s Do It Day, encouraging men to cut down on their meat consumption by coining the phrase ‘VegCurious’.

Episode 5

How Digital Futures will find 100 young people work placements at The Drum’s Do It Day 2016

Educational movement Digital Futures will use the idea of ‘blind CVs’ and a double decker branded bus to get young people into digital work placements on Do It Day.

Episode 6

Challenges, brainstorms, pitches: What happened at Plan It Day UK 2016

With just one week to go until Do It Day 2016, take a look back on last month’s Plan It Day to find out how hundreds of marketers came together to devise creative solutions to the real-world challenges set by our sponsors.

Episode 8

How O2, Greengrass and Bing Ads will get men to tackle gender inequality on The Drum’s Do It Day

O2, Greengrass and Bing Ads asked creatives at Plan It Day to come up with a way to tackle gender inequality in the work place, focusing directly on men.

Episode 9

How Airbnb will empower communities to turn their neighbourhoods into tourist hotspots at The Drum’s Do It Day 2016

Sharing accommodation brand Airbnb will look to implement a new app on Do It Day (10 November) in order to shine a light on off-the-beaten-track locations that could benefit from a tourism boost.

Episode 10

Ads from Amnesty International, ClientEarth and more run in Piccadilly Circus and Times Square for Do It Day

The Drum's Do It Day challenges were presented at Piccadilly Circus this morning (10 November) in order to engage with the London commuters on their way to work.

More from Do It Day

View all