PICK ONE OR DONATE by BROWN PAPER BAG, Saatchi & Saatchi New Zealand for Breast Cancer Research Trust

PICK ONE OR DONATE

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Industry Charities, Foundations, Volunteers, Against Cancer
Media Design & Branding
Market New Zealand
Agency BROWN PAPER BAG
Art Director Matthew Page, Carolyn Davis
Copywriter Matthew Page, Carolyn Davis
Agency Saatchi & Saatchi New Zealand
Art Director Matthew Page, Carolyn Davis
Copywriter Matthew Page, Carolyn Davis
Released November 2010

Credits & Description

Category: Posters
Advertiser: BREAST CANCER RESEARCH TRUST
Product/Service: CANCER RESEARCH
Agency: SAATCHI & SAATCHI NEW ZEALAND
Agency: BROWN PAPER BAG
Date of First Appearance: Dec 1 2010
Entrant Company: SAATCHI & SAATCHI NEW ZEALAND, Auckland, NEW ZEALAND
Art Director/Copywriter: Carolyn Davis (Saatchi & Saatchi New Zealand)
Copywriter/Art Director: Matthew Page (Saatchi & Saatchi New Zealand)
Finished Artist: Steve Churchman (Saatchi & Saatchi New Zealand)
Account Handler: Natasha Barclay (Saatchi & Saatchi New Zealand)
Account Handler: Alina Godfrey (Saatchi & Saatchi New Zealand)
Media placement: Poster 1 - Family Form - Medical Clinics - 10 December (Ongoing)
Media placement: Poster 2 - Soulmate Quiz - Cafes And Offices - 10 December (Ongoing)
Media placement: Poster 3 - Team Selection - Offices And Gyms - 10 December (Ongoing)

Describe the brief from the client
The objective was to raise money for breast cancer research.

Describe the challenges and key objectives
The problem is, if you don’t think breast cancer is relevant to you, you’re less likely to donate.

So we needed to make the disease relevant to people who hadn't been directly affected by it.

The current statistic show that one in nine women will get breast cancer in their lifetime.

Our solution was to make this statistic immediately relevant to a disinterested audience.

Describe how you arrived at the final design
So we designed three posters, tailored for display in medical clinics, gymnasiums, offices and cafes.

They've been deliberately crafted to look inviting. Each one encourages the reader to engage with the concept before they even realise what it’s for.

When the penny drops and they finally notice the branding, we’ve demonstrated to them that one in nine is not just a number, but someone they know.

Give some indication of how successful the outcome was in the market
Breast Cancer Research Trust achieved a 12% increase in donations in 2010. Considering their donations had declined by 2% in 2009, they were very pleased with the result.