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Case Study

A RELIGION IN CRISIS? GETTING BRITAIN TO KEEP SHABBAT


With the world in the midst of a spiritual crisis, and our ‘always-on’ lifestyle leading to an increase in mental health issues, the themes of religion are more relevant than ever before - irrespective of your religious beliefs. The UK Chief Rabbi created ShabbatUK for this very reason – to get people, for one day, to switch off and engage with friends and family.

Our challenge? To spread the word far and wide – to those Jewish or not – preaching beyond the choir of the Jewish community (religious pun very much intended).

So how did we do it? A two-fold approach that involved creating shareable content and telling tales of the unexpected, that brought our story to life. From Buzzfeed articles through to interviews with Vogue editors and BBC football podcasts featuring the Chief Rabbi himself, our campaign challenged perceptions of religion and got people talking – and taking part!

The campaign saw over 100,000 people attend a ShabbatUK event – that is 39% of the nation’s Jews and an increase in attendance of over 30% compared to the previous year, in excess of 100k views of Ready10 created-content and more than 30 pieces of earned coverage over the course of the activity.