Environmental Awareness: "RETURN" Direct marketing by Script

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SURFRIDER FOUNDATION
Product/Service: ENVIRONMENTAL AWARENESS
Agency: SCRIPT
Date of First Appearance: Mar 18 2011
Entrant Company: SCRIPT, Rio de Janeiro, BRAZIL
Creative Director: Ricardo Real (Script)
Copywriter: Felipe Machado (Script)
Art Director: Thiago Manhães (Script)
Art Director: João Paulo Medeiros (Script)
Film Director / Edit: JP Braga (TCO Filmes)
Director of Photography / Color Grading: Nando Azevedo (TCO FIlmes)
Director of Photography: Fernando Fernandez (TCO Filmes)
Soundtrack: Daniel Medeiros (Buena Música)
Soundtrack: Leo Cruz (Buena Música)
Soundtrack: Marcelo Frota (Buena Música)
Media placement: Direct Mail - People's Houses - 18/03/2011

Describe the brief/objective of the direct campaign.
Last summer alone, 9.75 TONS of waste were left on the beaches of Rio de Janeiro. Our objective was to alert and make people aware that all this rubbish dumped on the beaches will affect everyone life.
TARGET AUDIENCE: Surfshops customers and mailing lists from NGO's associated with us.
STRATEGY: To impact people's life at a completely unexpected moment.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We´ve posted 10.000 ecological boxes to people´s houses with objects that were left on the beaches. We were able to impact people's life at a completely unexpected moment, the same way it could really happen someday.

Our first expected response was obtain more visitors to our website, so more people would spread our message.
Our second expected response was increased number of volunteers teams.

Explain why the creative execution was relevant to the product or service.
Without any budget for media, our message was shared in many websites, blogs, facebook pages, vimeo and youtube even when the main subject of these channels weren't about environment.

This response is exactly what we think as appropriated, as we're an NGO without a big budget, we believe on the power of people to share our message and replicate it. We believe that 10.000 impacted people can spread the message to another 90.000 and make this direct mail even bigger.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We delivered 10.000 to people's houses. Our estimated impact was approximately 30.000 people.
During the 4 weeks later to our delivery, our website received an increment of 65% more visits. And now we already have twelve new volunteers teams for next summer.