The UK’s biggest insurer Aviva is set to donate £46,730 (€57,000/$78,100) to its charity partner, Railway Children, following last weekend’s #Take5 Twitter campaign, which asked football and rugby union fans to tweet their support for the charity in exchange for a donation from Aviva.
Last weekend, Aviva handed over its sponsorship of Premiership Rugby and its shirt sponsorship of English Premier League football club Norwich City to support the campaign.
Aviva has donated its Norwich City shirt sponsorship for one match per year to Railway Children for the last three years. In a new element, this year’s campaign combined with the 12 Premiership rugby clubs.
The CSR programme aims to raise money for Railway Children, as well as awareness of the fact one child runs away from home every five minutes in the UK.
The Twitter challenge asked users of the social media channel to think about the problem and engage with the campaign by tweeting or re-tweeting messages that contained the hashtag #Take5.
Aviva’s partnership with Railway Children in the UK is part of the company’s CSR commitment which fits into a bigger international programme, Street to School, to help children living and working on the streets get back into education and training.
It represents a five-year commitment to make a positive difference to 500,000 children worldwide, the company said.
Street to School programmes are active in Europe, India, Turkey, Canada and Asia, as well as in the UK, with a number of other Aviva markets developing their partnerships.