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Focus Ireland

Together We Can Tackle Homelessness

Three Ireland and Focus Ireland: Tackle Homelessness

Working together, hand in hand to tackle homelessness

Three Ireland announced it give Focus Ireland a one million euro marketing campaign by leveraging Three's sponsorship of the Irish Rugby Team during the 2016 RBS 6 Nations tournament.

Background

Three was exiting it’s Irish Rugby sponsorship in 2016 and tasked Murray with devising a way to leave a legacy. Three was keen to work with a charity partner to raise awareness for a significant social cause, such as homelessness.

Campaign

Focus Ireland was secured as a charity partner for the campaign as insights confirmed that hidden homeless numbers in Ireland were at an all-time high and families in emergency accommodation were at huge risk. Three used its rugby assets to donate a €1 million marketing campaign entitled “Together We Can Tackle Homelessness” to Focus Ireland which included a short documentary, and a TV and radio campaign, along with a fundraising drive. This award-winning campaign involved maximising personal appearances with the Irish rugby team and Three ambassador Johnny Sexton to raise awareness of Focus Ireland and Three’s support to tackling homelessness.

Outcome

Through the campaign, Murray achieved over 6million opportunities to see and what resulted in a PR Value of over €288k. The campaign also garnered a Corporate Social Responsibility award, two sponsorship awards and a PR commendation.

Other Work