The challenge
When people are living with cancer they’re more likely to feel the cold. Because they spend more time at home during treatment, heating bills can shoot up. And often they won’t be able to work, so money is short too. We needed to raise awareness of cancer-related ‘fuel poverty’ - and get the UK public and politicians to understand that the problem.
Our solution
The award-winning Infi-Knit. This robot knitting machine asked visitors to its website: “What makes you feel warm?”, knitting them a unique piece of scarf in response. People from all over the UK watched online as their piece of scarf was knitted into the world’s longest knitted petition, which was then presented to No.10 Downing Street. Designed, built and installed at the LBi offices on Brick Lane, the Infi-Knit was created with love – and round-the-clock work.
The results
70,744 Facebook Likes, 5,093 knitters, and 127.32 metres of scarf. An unprecedented 85% of people who interacted with Infi-Knit signed up Macmillan’s e-campaigner network, making it the most successful and cost-effective customer acquisition campaign for Macmillan. Ever.