How Adrenaline Advertising Helped Mires Beck Reach New Audiences Through Smile365 Connect

Background

Mires Beck Nursery is a registered charity, established in 1994, dedicated to enriching lives through work experience and social therapeutic horticulture. Located on a beautiful 14-acre site with woodlands and wildflower meadows, the charity provides meaningful opportunities for adults with learning difficulties, Autism, and physical disabilities. Their work helps service users develop social and physical skills in a supportive, natural environment.

The Connection

Through the Smile365 Connect network, a valuable partnership was formed between Mires Beck and Adrenaline Advertising, managers of the GEM Tower big screen at St Stephen’s Shopping Centre in Hull. As Connect members, Adrenaline Advertising offered a gift in kind – donating both a stall in the charity zone and access to the big screen, free of charge, to support Mires Beck’s mission and visibility.

The Opportunity

  • Big Screen Exposure: Mires Beck’s message was displayed on the GEM Tower from 31st May to 13th June, coinciding with their Summer Fair on 7th June.
  • Charity Zone Stall: On 1st June, Mires Beck hosted a stall at St Stephen’s, sharing information about their services with the public.

This unique opportunity allowed Mires Beck to reach thousands of people in the heart of Hull – on a scale and platform that would otherwise be out of reach for a small charity.

Impact

“We are incredibly grateful for the opportunity to bring Mires Beck to the heart of Hull through the St Stephen’s big screen and charity zone. It afforded us the chance to reach thousands of people on a scale and medium we could never usually achieve. This type of amazing community partnership helps us grow, not just plants, but people!”
— Ian Ridpath, Service Delivery Manager, Mires Beck Nursery

Community Partnership in Action

This collaboration highlights the power of local networks like Smile365 Connect in facilitating meaningful connections. Adrenaline Advertising’s gift in kind not only showcased the capabilities of the GEM Tower but also amplified the voice of a local charity making a real difference.

While Adrenaline Advertising is developing a charity-focused media package, this initiative was not a commercial promotion, but a demonstration of community spirit and social responsibility. By providing high-impact visibility to Mires Beck at no cost, Adrenaline Advertising is setting a positive example for how businesses and charities can work together for the greater good.

Steve Allbones of Adrenaline Advertising said:
“It has been great working with HEY SMILE Foundation and Mires Beck Nursery on this proof of concept, and we would be delighted to talk to other third sector organisations about how we may be able to offer high-impact but affordable marketing at St Stephen’s.”

Key Takeaways

  • Genuine community support can unlock opportunities that transform local charities’ reach and impact.
  • Gifts in kind – like donated advertising space – are invaluable for charities looking to raise awareness.
  • Smile can find different ways for businesses to support local charities and community groups.

If you would like to find out more about supporting Smile, Please email volunteering@heysmilefoundation.org.