Challenge
We were appointed by the Intellectual Property Office to put the topic of intellectual property protection on the news agenda and encourage innovation with key audiences.
Approach
We launched Cracking Ideas, the biggest ever innovation project for primary schools. Working with our strategic partners, Bell Design, to develop a website loaded with lesson plans and activities. We launched a national competition for youngsters with the endorsement of Oscar-winning film characters, Wallace & Gromit. Powerful features on the topic of innovation and the importance of patent protection were secured interviews with Aardman boss, Nick Park, to deliver high profile national press coverage.
Results
Cracking Ideas was the most successful initiative to date by the Intellectual Property Office in terms of media coverage and featured on Radio Five Live, BBC’s Newsround, Chris Evans’ Radio 2 Show, Have I Got News For You, The Times, Daily Mail and The Guardian. Media value of coverage gained equated to over £1m in estimated advertising value generated in the first year alone.
Coverage for the initiative secured the involvement of 22,000 primary schools to take part in the competition and 11,000 page views to the Cracking Ideas website on the day of launch with 2,000 teachers downloading the lesson plans.
