Wavemaker: Nationwide and The Diana Award’s Big Assembly

In September 2020, as part of its ongoing commitment to build a society based on mutual respect, Nationwide Building Society partnered with The Diana Award – a youth charity that promotes positive change in young people’s lives. Set up in memory of the late Princess Diana, the key focus for The Diana Award is its anti-bullying work with schools across the country – something Nationwide has committed to supporting for the next three years.

Wavemaker’s work with Nationwide and The Diana Award began with a brief to raise awareness of their virtual Big Assembly initiative, which encourages young people to work together to end bullying in schools. The campaign ran across LinkedIn, Twitter and Sprint Education and reached close to 45% of all primary school children in the UK, which equates to more than two million children.

As well as supporting The Big Assembly, the agency launched a campaign Anti-Bullying Week (16th-20th November 2020), to drive awareness of Nationwide’s commitment to fund the training of 10,000 additional Anti-Bullying Ambassadors in schools. Trained by specialists working at The Diana Award, Anti-Bullying Ambassadors are schoolchildren who help to keep their peers safe, promote respect and celebrate difference.

Wavemaker’s campaign also drove awareness and conversation among parents. The hero activation, negotiated and managed by the Wavemaker Content team, was a partnership with ITV’s Loose Women. Working with Brenda Edwards and Andrea McLean, who are both parents themselves, it created two 30-second spots where the presenters discussed their own experiences with bullying.

These spots ran across the full ITV morning schedule (Loose Women, This Morning, Lorraine and Good Morning Britain), and were further amplified across on-demand video and social media.

To take the conversation from a broadcast environment into smaller peer circles, Wavemaker enlisted 13 influencers, all parents themselves, to share personal stories throughout Anti-Bullying Week about how bullying affected them at school. By sharing their own stories and encouraging their followers to share theirs (which they did in droves) they highlighted the importance of the work Nationwide and The Diana Award are doing.

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