heroTacheWars

Case study

Hair-raising fun for charity

TacheBack campaign for Everyman & The Institute of Cancer Research

‘Grow a Tache. Raise Cash.’ That was the call to arms for nearly 1,900 brave souls in September 2007 as they took part in TacheBack - an annual sponsored moustache growing event.

STEEL supported The Everyman Campaign in their bid to smash the previous fundraising record (£165,000) - and it worked. Everyman & The Institute of Cancer Research collected a hair-raising £210,000 for their fight against prostate and testicular cancer.

Revolution Awards 2008 - Winner
Unique website visitors increased by 81% - the average time each user spent with the TacheBack brand online increased 300% from 3.5 minutes in September 2006 to 10.4 minutes in September 2007 and 98% of participants said they would get involved the following year.

How did we do it? We created an enduring, iconic TacheBack logo and brand line for use across all online and offline activity. We created TACHE WARS - a thoroughly macho campaign concept for 2007 which saw Tache growers setting-up personalised TACHE WARS HQs, uploading photos of their progress and going head-to-head in battle with each other. The HQ served as a focal point for the participant and their friends, family and supporters and, crucially, drove more people to sponsor the intrepid Tache growers than ever before.

Yahoo! Finds of the Year 2007

 

 

One of our main goals this year was to use the online channel to really get people involved. The TACHE WARS concept and functionality plays on the competitive nature of men and the design is spot-on for the audience. We’re chuffed to bits with what STEEL has brought to TacheBack. Sarah Healy
Corporate Account Manager, The Everyman Campaign