Street Dance for Change
29 November 2011
As an innovative digital campaign, Street Dance for Change was designed to raise awareness of the issues young runaways face and also encourage mass participation among young people to help others of a similar age to themselves who are in difficult circumstances.
With the help of dance sensation Diversity, we produced a short video of a street dance routine to raise awareness of the issues and encouraged people to help make the video a viral hit by sharing it with their friends. We then invited people to create and upload their own 30-second freestyle dance videos to be in with a chance of winning tickets to Diversity's 2012 tour and meeting the group backstage!
What's more, every time a competition entry video was viewed, we donated £2 to Railway Children.
We're very pleased to announce that the campaign achieved a huge response - we smashed our target of donating £100,000 for Railway Children and the videos received over 330,000 views on YouTube.
You can still see Diversity's video here - and check out the winner of the competition here.
Or watch this short video to find out more about Railway Children and the work they do.
