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 July 2010

Credits & Description

Category: Titanium and Integrated
Product/Service: CHARITY
Date of First Appearance: May 1 2010
Executive Creative Director: Richard Maddocks (Clemenger BBDO Sydney)
Creative Director: Guy Rooke (Clemenger BBDO Sydney)
Copywriter: Emma Lord (Clemenger BBDO Sydney)
Art Director: Adam Lock (Clemenger BBDO Sydney)
Agency Producer: Jo Howlett (Clemenger BBDO Sydney)
Agency Producer: Bek Lawson (Clemenger BBDO Sydney)
Agency Producer: Simone O'Connor (Clemenger BBDO Sydney)
Senior Account Manager: Mandi Spero (Clemenger BBDO Sydney)
Account Manager: Carla Hizon (Clemenger BBDO Sydney)
Planning Director: Paul Blockey (Clemenger BBDO Sydney)
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: Press - Sydney Morning Herald - 1 May 2010
Media placement: Direct Mail - N/A - 3 May 2010
Media placement: TV Campaign - 3 Spots - Network Ten - 9 May 2010
Media placement: Radio - 3 Spots - 2CH - 9 May 2010
Media placement: Outdoor - 2 Executions - Oooh Media - 9 May 2010
Media placement: Documentary - Aurora Community Channel - 25 July 2010

Describe the campaign/entry
For their 2010 Winter Appeal, the St Vincent de Paul Society of Australia asked us to create an integrated campaign to help them raise $4.5 million in donations. The campaign had to offer broad appeal in order to engage all Australians, whether existing or potential donors.

Our idea was based on the insight that those living with extreme hardship could teach the rest of us a lot about survival. They know things about self-preservation that we could never even imagine. We decided to share their knowledge to give our audience an in-depth, first-hand glimpse into the harsh realities of living in despair, and evoke empathy in a fresh way.

Describe how the campaign/entry was launched across each channel in the order of implementation
First, we interviewed disadvantaged Australians and asked them to share their survival strategies with us. We then used the interview footage featuring their genuine responses to create a documentary, titled No One Should Have to Know This.

The doc ran on TV and online. The content was then cut down into TV commercials, which aired on TV nationwide. Content was also adapted to produce radio, press, outdoor and direct mail to help spread the voices of the voiceless throughout the country.

Each campaign component showed the reality of what these people have to do to survive, and urged viewers to help by donating.

Our line was a powerful affirmation of what we all know deep down to be true: No one should have to know this.
We paired this with a simple call-to-action that invited Australians to be part of the solution: Help the thousands that do.

Give some idea of how successful this campaign/entry was with both client and consumer
Despite ongoing economic volatility in the aftermath of the GFC, and in a year where many major charities experienced a drop in donations, we only delivered on the campaign objective – we managed to raise more donations than in any other previous year.

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

This unprecedented amount exceeded the St Vincent de Paul Society’s $4.5 million dollar target by more than 16%.