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What to do when your idea goes viral

11 April, 2016 - Source: Bray Leino

So one night a few months ago, I had a silly idea, write Paul Trueman, Bray Leino Head of Social.

  • refuge logo
    refuge logo

I wanted to create a real fundraising page for a fictional character in The Archers, who was trapped in an abusive marriage. The twist was that we would raise money for real women, because all the money would go to the charity Refuge. As I set up the page and it asked me to set a target, I (wildly optimistically, I thought) selected £1000.

Ten weeks later I’m looking at the largest single donation Refuge has ever received: a sum fast approaching £140,000. I’ve also had hundreds of lump-in-throat comments on the JG page, a huge pile of national and local press coverage, a stack of primetime TV coverage for Refuge and tons of positive PR for the charity. Oh, and a Fairtrade merchandising range that is donating all proceeds to Refuge.

It’s always fun watching a creative idea go viral. Even better when it’s your own idea.

I’ve been asked by several people why I think it’s done so well and, as you’d imagine given my day job, I’ve been thinking about it myself.

Click here for some thoughts and observations from the eye of the social storm.

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