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Keep Aaron Cutting

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2012

The 2011 London riots lost thousands of people their livelihoods and belief in their fellow man. Social media was blamed, with many calling it a negative force. But we believed social media could do good. So we launched a campaign to help 89-year old barber Aaron Biber stay in business after his shop was ransacked. People responded via the Internet, donating over £35,000 in 72 hours and focussing the world’s media on his little shop. The headlines truly changed too, celebrating social media for the rebuild of London. The problem child of social media had solved a problem and it kept Aaron cutting.

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