Anti-slavery International DM VICTORIAN NEWSPAPER by J. Walter Thompson London

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Direct marketing
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Art Director Anita Davis
Copywriter Jonathan Buds
Typographer Casa Hamid
Illustrator John Spencer
Released December 2011

Credits & Description

Category: Charities
Art Director: Anita Davis (JWT)
Copywriter: Jonathan Buds (JWT)
Typographer: Casa Hamid (JWT)
Executive Creative Director: Russell Ramsey (JWT)
Illustrator: John Spencer
Metal Type Setter: (Hand And Eye)
Account Manager: Jonathan Kanagasooriam (JWT)
Account Director: Hamish Goulding (JWT)
Media placement: 4 page giveaway insert - Sunday Telegraph newspaper - 31st December 2011
Media placement: Mailshot to ASI supporters - Direct Mail - 31st December 2011

Describe the brief/objective of the direct campaign.
To communicate to Londoners that although slavery has been abolished for nearly 200 years, little has changed. Many people in one of the world's greatest and most liberal-minded cities still work in conditions that are like something from a Charles Dickens novel.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To raise awareness, we produced a Victorian-look giveaway newspaper and wrote a 'feature' on slavery, which actually contained hard-hitting real-life stories of modern-day slaves and was illustrated with scenes from their lives. The paper was placed inside 100,000 copies of the UK's Sunday Telegraph and also sent it to a targeted mailing list.

Explain why the creative execution was relevant to the product or service.
Modern slavery is a shocking but hidden problem that needs exposing. We decided to treat it as a journalistic story. We made a replica of a Victorian newspaper to give the idea that people in London today work in conditions no different from conditions then. An old-fashioned newspaper placed within a modern newspaper is in itself eye-catching and disruptive. That disruption continues when the newspaper is read, as the reader discovers that the stories are in fact about today. Long copy, using personal testimony, enabled us to give a full and authentic picture of the horrors of modern-day slavery

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 campaign was designed to raise awareness of the problem. PR has been building, with journalists from The Independent, Daily Mirror, Evening Standard keen to run articles on Slavery in London.

We incorporated a fundraising mechanic that secured £7,400 in donations. We had strongly recommended a text mechanic to enhance the ease of donating but the client mandated a coupon device. Not only did over 100,000 Londoners come into contact with the problem, but some took the time to fill in a coupon, put it in an envelope and send money to the cause. Awareness did equate to action.