St Vincent De Paul Society Case study NO ONE SHOULD HAVE TO KNOW THIS by Clemenger BBDO Sydney

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Industry Charities, Foundations, Volunteers
Media Case study
Market Australia
Agency Clemenger BBDO Sydney
Director Aaron Mclisky
Executive Creative Director Richard Maddocks
Creative Director Karl Fleet Guy Rooke
Art Director Adam Lock
Copywriter Emma Lord
Producer Chris Seeto
Editor Kent Hau
Released May 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Product/Service: CHARITY
Date of First Appearance: May 1 2010
Executive Creative Director: Richard Maddocks (BBDO)
Creative Director: Guy Rooke (BBDO)
Art Director: Adam Lock (BBDO)
Copywriter: Emma Lord (BBDO)
Agency Producer: Jo Howlett (BBDO)
Agency Producer: Bek Lawson (BBDO)
Agency Producer: Simone O'Connor (BBDO)
Senior Account Manager: Mandi Spero (BBDO)
Account Manager: Carla Hizon (BBDO)
Planning Director: Paul Blockey (BBDO)
Director: Aaron McLisky (Happy Farm Productions)
Producer: Chris Seeto (Happy Farm Productions)
Editor: Kent Hau (Happy Farm Productions)
Community & Corporate Relations Manager: Julie McDonald (St Vincent de Paul Society of Australia)
Media placement: TV Campaign - 3 Spots - Network Ten - 9 May 2010

Describe the brief/objective of the direct campaign.
Our objective was to create a Winter Appeal campaign for the St Vincent de Paul Society to help raise $4.5 million in donations. We needed to engage and provoke a heartfelt response from Australians of all ages, whether existing or potential donors.

The insight was that people are more likely to donate if they know someone affected by the issues addressed by the charity. Our strategy: get Australians to be moved by the individual stories of those in need, and as a result donate. We would do this by giving a voice to the voiceless.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our creative idea was based on the insight that those living with extreme hardship can teach the rest of us a lot about survival. We decided to interview disadvantaged Australians about their survival strategies and then share their responses with the rest of Australia.

Ultimately we wanted Australians to feel compelled to donate, thus helping the St Vincent de Paul Society reach their $4.5 million donation target. This fundraising goal was over 12% higher than the previous year’s winter appeal target – so our campaign had to exceed the 2009 target by half a million dollars.

Explain why the creative execution was relevant to the product or service.
Many Australians see those in need as a faceless mass of victims. The strength of this campaign was that it dislodged this perception by presenting genuine, firsthand accounts from individuals living in despair and showing the harsh realities of what it takes to survive in a matter-of-fact way. This evocative new approach avoided the charity ad conventions our audience was used to.

By giving a voice to the voiceless, our campaign built upon the St Vincent de Paul Society’s brand positioning as a hands-on organisation that recognises people in need as individuals and empowers them to speak for themselves.

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.
Despite ongoing economic volatility in the aftermath of the GFC, and in a year where many major Australian charities experienced a drop in donations, we not only delivered on the campaign objective – we raised more donations than in any previous year.

Numbers indicate that our campaign successfully evoked empathy in our audience, resulting in a wave of response; Australians donated over 5.2 million dollars to the Vinnies 2010 Winter Appeal.

This unprecedented amount exceeded the 4.5 million dollar target by more than 16%.