De-Loot London

The London-based grassroots website De-Loot was launched just after the city's riots in the summer of 2011 as a way to drive business to independent shops that had been looted during the period of social unrest.

De-Loot London

Partners Andrews Aldridge

The team

Chris King, Chris Long, Simon Hook, Richard Dunn, Mark Hobbs, Paul Slugocki.

How did the campaign make a difference?

De-Loot gave Londoners a simple, community-driven way they could help rebuild their neighbourhoods after the 2011 riots. It helped boost shop owners’ businesses and morale, partly by generating over £200,000 in free publicity for London's looted shops.

What details of the strategy make this a winning entry?

The strategy was driven by a key insight about Londoners’ reactions to the riots. As the looting grew in scale and severity, many Londoners felt outraged...

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