SELINAH by Ogilvy Johannesburg for The Topsy Foundation

SELINAH

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market South Africa
Agency Ogilvy Johannesburg
Director Kim Geldenhuys
Executive Creative Director Fran Luckin
Creative Director Bridget Johnson, Gerry Human
Art Director Robyn Bergmann, Vidette Kay
Copywriter Stephanie Van Niekerk
Producer Kerry Hosford
Editor Kobus Loots From Elevator
Released January 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: THE TOPSY FOUNDATION
Product/Service: AIDS CHARITY DONATIONS
Agency: OGILVY JOHANNESBURG
Date of First Appearance: Jan 12 2010 12:00AM
Entrant Company: OGILVY JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Fran Luckin (Ogilvy)
Creative Director: Bridget Johnson (Ogilvy)
Creative Director: Gerry Human (Ogilvy)
Copywriter: Stephanie Van Niekerk (Ogilvy)
Art Director: Robyn Bergmann (Ogilvy)
Art Director: Vidette Kay (Ogilvy)
Director: Kim Geldenhuys (Egg Films)
Producer: Kerry Hosford (Egg Films)
Agency Producer: Lisa Wides (Ogilvy)
Agency Producer: Debbie Dannheisser (Ogilvy)
Editor: Kobus Loots (Upstairs Pp)
Director of photography: Nocks Chatiza (Egg Films)
Director of photography: Terrence Mchize (Egg Films)
Project Manager: Sylvia De Jager (Topsy Foundation)
Account Director: Louise Johnston (Ogilvy)
Media placement: TV - SABC, M Net, DStv,etv - 7 January 2010

Describe the brief/objective of the direct campaign.
The brief was to raise awareness of the ARV (AnitRetroViral) work done by the Topsy Foundation in South Africa in a way that would drive people to donate money, despite a plethora of HIV messages and depressing AIDS stats. What people don’t know is that for those even with full-blown AIDS, there is real hope of a second chance at life. It’s relatively quick, even miraculous. We simply needed to show people the proof.

Explain why the creative execution was relevant to the product or service.
We’re all too familiar with the spectre of the AIDS sufferer who wastes away before our eyes. We needed to show a jaded public that recovery of an AIDS patient on ARV’s is every bit as dramatic. To do this convincingly, people needed to know that what they are seeing is real; it has not been ‘doctored’ or ‘modified’ for effect. In an industry where post-production tricks and visual effects can make anything possible, we chose to simply and purely document the truth.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In our research into Topsy and the Aids Issue, we learned about The Lazarus effect, a phenomenon in which very sick Aids patients can be placed on ARVs, and with specialized care, can have their health restored in just 3 months. Our solution was to bring this story to the world, without any special effects or trickery. First we found Selinah who agreed to be filmed every day for the duration of her 90-day treatment. Then we found 2 dedicated cameramen to chronicle this transformation. If we could show that just R15 makes all this possible, donations would surely follow.

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.
Within the six weeks since launch, this commercial has had record response rates. Individual donations are up by 95%, with record individual donations of approx. $10 000, as a direct result of the TVC. Approximately $200 000 worth of free cinema and television flightings have been granted by SA’s top media owners. This pro-bono commercial has been on the local eNews channel, radio, in magazines, blogs and across all social networking sites. It’s been picked up by Mindset Health, a public health channel broadcasting across 400 public health sites nationally. But the best results have been record treatment stats: • despite the huge stigma attached to AIDS, the number of NEW patients seeking treatment has doubled from Jan-Mar. • As many as 212 new patients in just one day. The TVC has had a knock-on effect with record numbers achieved in Topsy’s AIDS orphan placement programme.