100 CANES 100 STORIES by DraftFCB Tel Aviv for Adam Le Adam

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100 CANES 100 STORIES

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Israel
Agency DraftFCB Tel Aviv
Executive Creative Director Kobi Barki
Creative Director Ori Ganot
Art Director Eldad Levi
Copywriter Maayan Karniel
Designer Roven Givati
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ADAM LE ADAM
Product/Service: INTERNATIONAL DAY FOR THE ELDERLY
Agency: DRAFTFCB SHIMONI FINKELSTEIN BARKI
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: DRAFTFCB SHIMONI FINKELSTEIN BARKI, Tel Aviv, ISRAEL
Executive Creative Director: Kobi Barki (Shimoni Finkelstein Draftfcb)
Concept: Kobi Barki (Shimoni Finkelstein Draftfcb)
Designer: Roven Givati
Creative Director: Ori Ganot (Shimoni Finkelstein Draftfcb)
Art Director: Eldad Levi (Shimoni Finkelstein Draftfcb)
Copywriter: Maayan Karniel (Shimoni Finkelstein Draftfcb)
Media placement: Installation - City Museum - 01 October 2009

Describe the brief/objective of the direct campaign.
For International Day for the elderly, Adam Le Adam, a charity that supports the elderly living under the poverty line, asked us to increase awareness of the issue as well as generate funds and volunteer interest. We decided to target two specific groups: young people (as an important source of potential volunteers) and opinion-formers (to get us media attention). The insight was that the poor elderly are invisible in the daily lives of our target audience.

Explain why the creative execution was relevant to the product or service.
The canes, each of which had a touching personal story, became a very tangible way for our target audience to 'touch' the elderly, and be 'touched' at the same time - offering an immediate call to action. We chose to have the installation outside a museum so that it would be a natural continuation of the sculptures and installations within the museum.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We documented the personal stories of 100 elderly people living under the poverty line and borrowed their canes for a day. On every cane we attached a label containing the personal story of the cane's owner, with the charity's phone number and website address. On International Day for the Elderly, we created a 200 meter long installation outside the city museum of the 100 canes marching without their owners. Our strategy was to create a physical bond between our target audience and the poor elderly, this would cause an immediate emotional response leading to direct action on site and a 20% increase in web site visites.

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.
The combination of a high impact 'stunt' with the personal stories delivered both high awareness and high engagement, leading to: 1. A record-level of new volunteers 2. A major increase in on-site donations 3. A 50% increase in visitors to the charity's website 4. 'Free' media exposure in the national press We achieved all this on a tiny budget of 3,000 Euros - creating significant ROI.