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A penguin seems like an unusual conduit for bringing together the public, their community concerns and a social marketing agency... but then Merseyside's current Go Penguins initiative is anything but usual.
Penny the Penguin is one of the 145 five foot tall birds forming a 'Winter's Trail' around Liverpool as part of its Year of the Environment push.  Penny in action The avian agony aunt is the brainchild of social marketing agency ICE, which will be uploading the captured footage to supporting website www.penny4athought.com and using some of the insights to help steer future social marketing campaigns. In addition Penny, which has set up home at Liverpool's Anglican Cathedral, is also collecting cash for Liverpool Unites, a Merseyside-based charity which helps community groups to engage with children and young people and inspires them to break the cycle of crime and poverty. Stuart Jackson, chief executive of ICE, commented: “We’re passionate about using digital media innovatively to create dialogue with communities, rather than just passive one-way communication, and that’s exactly what our interactive penguin will do. "Penny is an easy and fun way of encouraging people of all ages – and from all sections of the community - to think about the important issues affecting them and the areas where they live.” The agency is also pushing Penny through dedicated Facebook and Twitter pages. www.icecreates.com Something to add? Then leave a comment below or email us now.
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