A MESSAGE FROM JENNIFER [video] by DDB Melbourne for Parkinson’s Victoria

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A MESSAGE FROM JENNIFER [video]

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Industry Public Safety, Health & Hygiene, Racial/Ethnic/Handicapped/Minority Awareness
Media Case study
Market Australia
Agency DDB Melbourne
Released June 2012

Awards

Clio Awards, 2013
Direct Direct Mail Silver

Credits & Description

Advertiser PARKINSON'S VICTORIA
Product AWARENESS CAMPAIGN
Entrant DDB GROUP MELBOURNE, AUSTRALIA
Type of Entry Direct: Use of Media
Category Mailings
Title A MESSAGE FROM JENNIFER
Advertiser/Client PARKINSON'S VICTORIA
Product/Service AWARENESS CAMPAIGN
Entrant Company: DDB GROUP MELBOURNE, AUSTRALIA
DM/Advertising Agency: DDB GROUP MELBOURNE, AUSTRALIA
Name Company Position
Grant Rutherford Ddb Group Melbourne Executive Creative Director
Glen Dickson Ddb Group Melbourne Group Creative Director
Ruben Cirugeda Ddb Group Melbourne Group Creative Director
Simon Thomas Ddb Group Melbourne Head Of Broadcast
Jake Robb Fiction Film Company Director
Jackie Fish Fiction Film Company Producer
Garry Richards Fiction Film Company Director Of Photography
Jake Robb Fiction Film Company Off Line Editor
Elly Hargreaves Mango Communications General Manager
Rebecca Adams Mango Communications Account Director
Ann Burgess Parkinson's Victoria Ceo
Judith Mooney Parkinson's Victoria Marketing/Fundraising Co-Ordinator
Martin Greer Illoura Colourist
Marissa Brain Ddb Group Melbourne On Line Editor
Dylan Stephens Risk Sound Sound Engineer
Karl Richter/Tracy Callan Level Two Music Music Supervision
"indian Summer" By Jonsi/Alex Universal Music/Kobalt Music/Emi Music Music Track
Describe the brief from the client:
Parkinson’s Victoria (PV) funds research into Parkinson’s Disease, providing support to the 80,000 Australians who suffer from it. However, the charity receives limited government support and relies heavily on private donations. Like all charities, PV’s ongoing challenge is to turn an irregular trickle of donations into a steady flow.
Creative Execution:
Charities the world over rely on asking people for donations. Most take a mass approach. The problem with that is that you’re fighting with millions of other messages. And in the post-GFC world, even if someone hears you, there’s no guarantee they’ll be in a financial position to help you. We wanted to focus our efforts on corporate Australia – those with the capacity to help PV on an ongoing financial basis. So we crafted a unique message that was as targeted and personal as possible.
Describe the creative solution to the brief/objective.
We launched a campaign targeting 20 of Australia’s wealthiest, most influential business leaders. They each received a package, hand-delivered by a woman to their company’s front desk. It was a simple piece of paper folded around a DVD. When played, each watched Jennifer struggling on a journey – a journey made just for them. Walking right up to their individual offices to hand-deliver a package: The making of the film they’d just received. Jennifer’s plea made its case simply by showing how hard it was for her to go out and ask for help. The medium was the message.
Describe the results in as much detail as possible.
The campaign launched in July 2012, and early results have been fantastic. NB: what we are aiming for here is long-term corporate support. The full cumulative, monetary value of the campaign will, therefore, also build over the long-term. So far, PV has received: • Several generous cash donations. • Media exposure on national TV and radio networks. • We are in advanced discussions with 3 corporate partners to finalise agreements worth approx. $10,000 each. With the campaign only recently launched, the impact and results so far are extremely positive for Parkinson’s Victoria.