Nasty Womens Choir Ambient, Digital Little Trumper Boy by Mccann Healthcare New York

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Little Trumper Boy

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Industry Public awareness
Media Ambient, Digital, Interactive & Mobile
Market United States
Agency Mccann Healthcare New York
Executive Creative Director Frank Mazzola
Senior Art Director Judy Hsu
Senior Copywriter Kaitlin O'Shaughnessy
Released November 2016

Awards

LIA Awards 2017
Music & Sound Music Adaptation - Song Bronze Winner

Credits & Description

Entrant: Mccann Healthcare, New York
Brand: Nasty Womens Choir
Corporate Name of Client: National Organization for Women
PR Company: Hokku PR, New York
Agency Account Supervisor: Olivia Amchin
Agency: McCann Healthcare, New York
Executive Creative Director: Frank Mazzola
Group Creative Directors: Michael Bonilla/Jeannine Doumar
Senior Copywriter: Kaitlin O'Shaughnessy
Senior Art Director: Judy Hsu
Social Media Strategists: Jacqueline Lovelock/Jessica Yin
Song Title: Little Trumper Boy
Original Artist: Katherine K. Davis
Original Song Title: Little Drummer Boy
Performer: Treble
Synopsis:
Last November 8th, America elected Donald Trump, who had campaigned to end government-funded birth control. By the time the polls closed, online searches for IUDs spiked significantly, as women sought information on a birth control method that would outlast the new president. In partnership with NOW-NYC, we saw an important cultural moment and opportunity to engage and educate women about their options for contraception, before the possibility of losing access.
The Nasty or Nice campaign was implemented over the course of 2 weeks in December 2016. We formed the Nasty Women’s Choir and rewrote Christmas carols like “Little Trumper Boy" and “Donald Trump is Coming to Town,” and invited women everywhere to sing along as we caroled around Manhattan on 12/17. After the event, we shared sing-along videos and directed women to our website (https://www.nastyornice.org/), where they could get detailed information on contraceptive methods and also get on NOW-NYC's "nasty list" through membership.
The event was covered by New York Daily News, Newsweek, the Observer, MTV News, and Elite Daily. With less than $1000 in media budget, and in less than 2 weeks, the campaign got 350K video views, increased NOW-NYC membership by 300%, got 420K Facebook impressions (over a 600% increase) and 160 million total media impressions. Most importantly, we contributed to a conversation about long-term contraception, doing our part to help the number of IUD insertions increase by 19% since the election. We guaranteed that no matter what happens during the next four years, nasty women across America will be more informed, more prepared, and more empowered.