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 but unsure of what they could do to help restore order. To direct that energy into something positive, it had to be something everyone could participate in, could create a sense of community on and offline, and that grew better and richer as it gained momentum. Many of the looted shops were also struggling financially, so focus was on supporting them over time until they were back on their feet, instead of giving one-off donations. The final strategic requisite was that it was built for, and by, local people, connecting shop owners to their neighbourhoods. When the looting was a distant memory, the community was closer-knit and stronger than before.

How did creativity bring the strategy to life?