YOUTH CANCER CENTRES : "YOU CAN" Promo / PR Ad

Category: Charity and Not for Profit
Advertiser: SONY FOUNDATION
Product/Service: YOUTH CANCER CENTRES
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Copywriter: Iggy Rodriguez (Saatchi & Saatchi)
Art Director: Justin Carew (Saatchi & Saatchi)
Agency Producer: Kate Whitfield (Saatchi & Saatchi)
Business Director: Josie Dadd (Saatchi & Saatchi)
Business Manager: A J Kwong (Saatchi & Saatchi)
Director: Matt Palmer (Prodigy Films)
Producer: Kate Sawyer (Prodigy Films)
Producer (Print): Jeremy De Villiers (Saatchi & Saatchi)
Art Buyer: Skye Houghton (Saatchi & Saatchi)
Editor: Henry Gaunt (Saatchi & Saatchi)
Illustrator: Mel Stringer (Jacky Winter Group)
Designer: Samuel Byrnes (Saatchi & Saatchi)
Media placement: Television - Metropolitan and regional stations - 21/2/2010
Media placement: Newspaper ads - MX magazine, Sydney Morning Herald, The Age - 7/3/2010
Media placement: Radio - MCM network, 2GB/2CH, Nova, Vega - 7/3/10
Media placement: Cinema - Val Morgan - 14/3/10
Media placement: Newspaper inserts - envelopes - The Australian, Sun Herald, Sunday Age, Sunday Mail, Sunday Times - 20 & 21/3/2010
Media placement: Editorial - ACP - 21/3/2010

Summary of the Campaign
The objective: To change the terrible reality in Australia that you have 50% more chance of dying from cancer the day you turn 16. The reason: From 16 years onwards, you’re directed to adult hospitals and receive limited treatment designed for elderly patients with the intention of only prolonging life, not saving it. The Sony Foundation pledged its support to the cancer organisation CanTeen to raise funds to build specialised youth cancer centres for 16-30 year olds, that provide specialist diagnosis, treatment and follow-up support. Our strategy: Don’t ask for money like every other charity. Idea: Turn something worthless, into something worthwhile - an old mobile phone, into valuable funding dollars. To stand out from other charities, we made it clear we weren’t interested in people’s money. We wanted their old mobile phones. Each mobile phone donated will be recycled and can bring in a return of up to $10. The outcome: Our projected earning is over $15 million Australian dollars. The Australian Federal Government has committed to matching us on our $15 million. This will give us enough money to build youth cancer centres all across Australia and turn the statistics around for these young Australians.

The Goal
To raise money to build specialised youth cancer centres all across Australia. Projected funds raised are over $15 million Australian dollars. The Australian government were going to match our $15 million. This will give us enough money to build these centres and turn the statistics around for these young Australians.

Results
Results have been overwhelming. In the first month we’ve received over 50,000 mobile phones. We ran out of donation envelopes after 3 weeks and the campaign has only just begun. ROI is outstanding. Each envelope cost 3 cents and yielded up to $10 return per phone making a very successful fundraising method. Total reach 8,027,319 in the first four weeks since launch. (Estimated by Hausmann Communications as at 20/04/10). We’ve received $500,000 worth of free media coverage so far. (Provided by Starcom). All with a production budget of $50,000 Australian dollars. * A second burst of envelope inserts scheduled to appear in The Australian 25 May, 2010 and further bursts have been negotiated for May to November this year to ensure campaign longevity. Print editorial is ongoing with bursts of publicity secured from May right through to September in Australian Women’s Weekly, Harpers Bazaar, Cleo, Madison, NW and Woman’s Day.

Execution
Initial press PR briefing with media News Limited - 21 February, 2010. We created a story the media could run with and they exploded it into every corner of the country. Social networking groups, morning shows, current affair programs, News, blogs, ambassadors and celebrities all helped spread the word. TV: free media both on Metro TV (Channels 7, 9, 10 and SBS) and Regional TV(Channels WIN, Sth Cross and Prime) - 21 February. Print: (10x6 in MX Magazine and 28x5 in SMH+AGE newspapers) - 7 March. Radio: launched nationally 7 March through free media (MCM network, 2GB/2CH, Nova and Vega). Cinema media space donated by Val Morgan, cinema ad launched 14 March, 2010. Envelopes rolled out nationally as newspaper inserts on 20/21 March in The Australian, Sun Herald, Sunday Age, Sunday Mail, and Sunday Times. ACP Editorial briefing breakfast 21 March, 2010 to launch campaign with print media.

The Situation
The campaign was developed through the Sony Foundation pledging their support to help CanTeen turn around the issues of youth cancer. The YouCan campaign was born to raise funds to build specialised youth cancer centres across Australia that can deliver the improved model of care these young Australians need.

The Strategy
Don’t ask for money like every other charity. In a competitive charity market everybody is fighting for the same charity dollar. Instead of asking for money. We asked people to give up something they thought was worthless. Their old mobile phones.