Last night (Sunday 23rd March) saw the second instalment of Harry’s South Pole Heroes, the two-part documentary that provided an insight into the tough journey of twelve wounded servicemen and women trekking to the South Pole as part of the Virgin Money South Pole Allied Challenge, aired on ITV at 8pm GMT.
The documentary followed Walking With The Wounded’s expedition to the South Pole that Captive Minds played a lead part in.
During the expedition Captive Minds worked with the charity as their sole content marketing agency as well as activating the sponsorship for team Glenfiddich, the UK Team which included Prince Harry. The prestigious single malt whisky brand is another of Captive Minds top clients.
During the show the conversation was buzzing on twitter with the hashtag #SupportTheWalk reaching over 4.5 million twitter users, and with the two hashtags #SupportTheWalk and #HarrysSouthPoleHeroes trending in the UK.
The Captive Minds social media team launched the #RoughAndReady campaign on Twitter yesterday. A fun initiative that encouraged fans of the show and the charity to tweet in pictures of themselves looking rough and ready for an expedition or a challenge of any sort. Fans were then asked to donate £2 per tweet and image by texting POLE02 £2 to 70070. The hashtag was created also for the purposes of the Walking With The Wounded London Marathon campaign.
The Walking With The Wounded website also received over 25,000 unique visitors during the two episodes with donations still coming in thick and fast.