Alice Leighton, head of brand, marketing and proposition at More Than, reveals why the insurer deserves to win the Marketing Campaign of the Year - B2C category at the Insurance Times Awards 2022

Briefly explain your entry in the Marketing Campaign of the Year - B2C category. 

To celebrate More Than’s 20th anniversary, we partnered with the amazing charity, Dogs for Good. As a charity that embodies our ambition to go above and beyond to help people, we wanted to help the charity Dogs for Good shout about the life-changing work it does to support families with disabilities by launching a PR and marketing campaign.

Alice Leighton

Alice Leighton, More Than

For Mental Health Awareness Week, we worked with TV presenter Lorraine Kelly to shine a spotlight on the work that Dogs for Good does - specifically how it helps people with disabilities overcome loneliness.

The campaign secured over 140 pieces of media coverage and reached over 1.43 billion people globally.

What do you think makes your entry stand out or different from your competition?

Did you know that dog owners have 69% more social interactions than non-dog owners? Rather than just telling people this, we strapped a hidden camera onto Lorraine Kelly that filmed the social interactions she had while on a walk with her dog. 

This brought to life the power of dogs in creating friendships and raised awareness of the charity’s work.

What would winning this award mean to you and your firm?

We’re already thrilled to be shortlisted, but winning would be fantastic and a testament to what PR and marketing can achieve together - especially when working with a great cause like Dogs for Good.