Live Below The Line is an initiative run by Global Poverty Project which challenges people to live on £1 a day for five days. Participants raise money through sponsorship which goes towards anti-poverty projects around the world. Burson-Marsteller was briefed with raising awareness of the initiative and driving media coverage. To launch the initiative, the team approached the cast of The Only Way is Essex (TOWIE), a popular UK reality TV series attracting over a million viewers each week, to participate in a charity cook-off at a high profile London restaurant. The celebrities, who live expensive lifestyles far removed from the realities of extreme poverty, were challenged with cooking a 33p meal. The press were invited to come and vote for the best dish. Burson-Marsteller also recruited TV presenter Arlene Phillips to become the charity’s spokesperson, appearing on chat shows and tweeting her support to her 60,000 followers. Burson-Marsteller managed to successfully raise the profile of Live Below The Line in the UK. Almost 3,000 people took part in the 2012 Live Below The Line initiative and collectively they raised almost £500,000, up 177% on the previous year.
As a second year campaign, it was essential that Live Below The Line found a PR agency that both understood the roots of the campaign but also what was needed to take it to the next level. Burson-Martseller have been that agency - supportive, creative and hard working, they are by far the best PR agency I have ever worked with.”