Amnesty International DM CAKE OF SOAP by Contrapunto BBDO Madrid

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Spain
Agency Contrapunto BBDO Madrid
Released February 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: CONTRAPUNTO BBDO, Madrid, SPAIN
: Antonio Montero (Contrapunto BBDO)
: Félix del Valle (Contrapunto BBDO)
: Carlos Jorge (Contrapunto BBDO)
: Sara Tobar (Contrapunto BBDO)
: Rubén Martín (Contrapunto BBDO)
: Alberto Martínez (Contrapunto BBDO)
: Nacho Colmenero (Contrapunto BBDO)
: Javier Luján (Contrapunto BBDO)
Media placement: Direct Marketing - 200 Sending To Opinion And Knowledge Leaders - 10-02- 2010

Describe the brief/objective of the direct campaign.
Amnesty International didn’t have the budget for a media plan, so instead we created a mail shot for the current Demand Dignity campaign against poverty, with the aim of generating maximum impact amongst our target audience.

Explain why the creative execution was relevant to the product or service.
A box of soap with the word Poverty written on it was sent out to journalists and opinion leaders, along with a Digibeta tape, a DVD featuring the TV commercial and a message which encouraged them to shake off their indifference and help us to spread the advertising campaign’s message, literally pleading with them not to wash their hands of the matter.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Don`t wash your hands of it.

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.
67,300 results for Demand Dignity on search engines, with TV and Radio coverage achieving an equivalent earned media value of 200,000E.