Lead agency: Unity
Who came up with the idea?: Unity
Who signed it off client-side?: Jenni Young, vInspired
Who delivered it?: Unity
Unity and vInspired wanted to use the anniversary of the London riots to bust the myth that Britain’s youth are thugs that make no contribution to society.
To do this, they formulated #ReverseRiots, which used social media to encourage youngsters to upload photos of themselves holding a written message of positivity.
The team enlisted the involvement of celebrities, encouraging them to donate their Twitter profiles for the day. This allowed fans to replace the profile picture of their idol with their own.
In addition, the team covered The House of Reeves furniture store in Croydon (the burning emblem of the riots) with the thousands of images, turning it into a beacon of hope for young people.
The campaign generated 152 pieces of coverage including Daybreak, Grazia, NBC, BBC Radio 2, ITN, The Guardian, The Telegraph, The Independent and more.
#ReverseRiots trended and gained support from 23 celebrities including Paloma Faith, Delilah and Plan B resulting in 17 million celebrity tweet impressions.
Nick Clegg also referenced the campaign in his closing speech at his party conference as “an example of what makes Britain great”.If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.