Marks & Spencer: Spark something good

Marks & Spencer (M&S), a multinational retailer, increased awareness for its Spark Something Good charity program by launching a 24-hour project development initiative across the UK.

Campaign details

Advertiser: Marks & SpencerAgency: Unity

Objective

Plan A is M&S's internationally acclaimed CSR programme. It is renowned throughout the industry, but was never designed to be consumer-facing. So when research showed that customers not only wanted to know about Plan A, they also - more importantly - wanted to participate in it, M&S knew it was an unmissable opportunity.

M&S had always supported charities and causes local to its stores, and there was an appetite from their customers to get involved in their own communities.

Through Spark Something Good the public would be able to...

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