WEAR IT WITH PRIDE, 1 by M&C Saatchi Sydney for NATIONAL LGBT HEALTH ALLIANCE

WEAR IT WITH PRIDE, 1

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Industry Public awareness
Media Design & Branding
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Ben Welsh
Creative Director Gavin Mcleod
Photographer Julia Schauenburg
Released January 2010

Awards

Caples Awards 2010
Campaigns Launch Campaign Silver

Credits & Description

Category: Posters
Advertiser: NATIONAL LGBT HEALTH ALLIANCE
Product/Service: LAW REFORMS
Agency: M&C SAATCHI/MARK
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Entry URL: http://www.wearitwithpride.com.au
Creative Director: Gavin McLeod (M&C Saatchi/Mark)
Senior Writer: Genevieve Hoey (M&C Saatchi / Mark)
Senior Art Director: Hannes Ciatti (M&C Saatchi/Mark)
Executive Creative Director: Ben Welsh (M&C Saatchi)
Head of Copy: Hamish Stewart (M&C Saatchi/Mark)
Digital Art Director: Ben Huxter (M&C Saatchi / Mark)
Account Director: Jody Houston (M&C Saatchi / Mark)
Agency Executive: Greg Beazley (M&C Saatchi/Mark)
Head of Strategy: Colin Jowell (M&C Saatchi)
Web Developer: Becc Roach (M&C Saatchi/Mark)
Web Developer: Gilmore Davidson (M&C Saatchi/Mark)
Web Developer: Caleb Wong (M&C Saatchi/Mark)
Digital Designer: Christos Roussos (M&C Saatchi/Mark)
Studio Manager: Elkie Pieterse (M&C Saatchi)
Art Buyer: Adrienne Connell (M&C Saatchi)
Finished Artist: Alistair Donald (M&C Saatchi)
Print Producer: Ben Nash (M&C Saatchi)
Senior Retoucher: Steve Black (M&C Saatchi)
Retoucher: Rodney Boyd (M&C Saatchi)
Photographer: Julia Schauenburg
Media placement: Print / Poster - National Gay And Lesbian Print Media - 18 January 2010
Media placement: Website - Online - 22 January 2010
Media placement: Video Clip: - YouTube - 28 January 2010
Media placement: Single Release - ITunes - 28 January 2010
Media placement: PR - Channel 10, 7PM Project - 28 January 2010
Media placement: Media Launch - The Sydney Opera House - 2 February 2010
Media placement: Ambient/T-Shirts - The Sydney Opera House - 2 February 2010
Media placement: Transit /Outdoor - National Buses - 2 February 2010
Describe the challenges and key objectives
Our objective was to drive our target market online to learn about their new rights. We had three challenges: 1. Explain 85 complex law reforms to inspire people to get online. 2. Speak to a diverse national target market of 24,000, aged 16 – 80. 3. Recruit 85 artists and designers, plus 85 Ambassadors.All on a $53K budget. Enough for a website.
Describe the brief from the client
In a huge step forward for human rights, the Australian Federal Government recently reformed 85 laws to give equality to same-sex couples. But law is dull and difficult to understand. So using Government funding, our brief was to explain the 85 reforms to same-sex couples and share the celebration across Australia.
Describe how you arrived at the final design
With a tiny budget, we harnessed the power of artists, celebrities and activists to reach our objectives. First, leading artists translated the law reforms into 85 T-shirts. Then, famous Australians joined to champion a reform and T-shirt, and share their story. Typographers used the T-shirt design and the celebrity's story to inspire their treatment. Before we launched we had over 150 influential Australians involved in the campaign, promoting the creative through their social networks. Every intriguing poster drove people online to read the celebrity’s story, learn about the reforms, buy the T-shirts and champion the campaign across Australia.
Give some indication of how successful the outcome was in the market
In just 4 weeks WEAR IT WITH PRIDE has exceeded all objectives, and redefined what’s possible for a Government-funded campaign:-Campaign seen 37.5 million times in Australia and overseas-Initial PR value $2.7 million -ROI 6,126%, $3.247 million-31,000 unique site visits, average of 1 every 3 minutes-One T-shirt sold online every hour-Thousands of human billboards now generating millions of law reform conversations across Australia -Number 9 single on iTunes, 3rd favourite daily YouTube video -31,000 unique site visits, average of 1 every 3 minutes -4.20 mins on site, 5.89 page views, 620% more than average education website