Post Tagged with: "Charity / Non-profit"

WWF’s Clever Surname Campaign from Belgium Wins The Best of Global Digital Marketing Awards in October

Here’s the Top 3 of October 2015:

  1. WWF’s Families on the Verge of Extinction by Famous Brussels
  2. Vodafone’s Sunday Grannies by McCann Bucharest
  3. AXE’s Silent Entertainment by JWT Manajans

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Case Study: The Exchange

The Organ Donor Foundation of South Africa (ODF) aims to address the critical shortage of organ and tissue donors in South Africa. They have a big challenge on their hands as the donation rate in South Africa is traditionally around 1%.

Together with it’s agency Native VML, the ODF decided to create a revolutionary awareness campaign, which connected organ donation with the very emotive topic of consumerism.  The idea was to ‘sell’ fashion items in exchange for organ donations and do this in an ‘ordinary’ shop inside one of Cape Town’s most popular shopping malls.

Case Study: UN Women ‘The Autocomplete Truth’

Memac Ogilvy Dubai was briefed to raise awareness of UN Women. They started to research the gender equality topic. The agency’s copywriter in Dubai typed in some phrases into Google and found the results shocking. They assumed it was associated with the Middle East. As a check, Ogilvy offices in other countries were contacted and asked to do the same search. The results varied only slightly. Enough evidence: the campaign was born.

Case Study: Metro Trains’ Dumb Ways to Die

Australia’s most awarded and talked about campaign in recent years is the Metro Trains ‘Dumb Ways to Die’. Indeed, this campaign by McCann Melbourne has achieved near-legendary status in advertising circles.

The campaign launch centred around a melodic music video featuring animated creatures who die in comically unintelligent ways, before finally highlighting that due to train predictability, accidental death due to contact with trains is quite possibly the dumbest way of all.

The seemingly simple brief on rail safety awareness achieved cult success on a global scale, in which the characters are now almost universally recognised. But one must ask the question: was the campaign truly effective? Did the campaign function to save lives?

Case Study: The Most Powerful Arm

Save Our Sons is an Australian charity organization raising funds and awareness to help find a cure for Duchenne Muscular Dystrophy (DMD). The charity wanted to approach government to provide the funds needed for crucial clinical trials of a new treatment. But first they needed to gain the support of the public. To raise awareness and drive action, the world’s first petition-signing robot – The Most Powerful Arm – was created. The most successful health related petition in Australian history was only one of the outstanding results.