Canteen Nz DM YOU CAN by Saatchi & Saatchi Sydney

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Industry Public awareness
Media Direct marketing
Market Australia
Agency Saatchi & Saatchi Sydney
Director Matt Palmer
Executive Creative Director Steve Back, Deputy Creative Director
Creative Director Dave Bowman
Art Director Justin Carew
Copywriter Iggy Rodriguez
Designer Samuel Byrnes
Producer Kate Sawyer
Illustrator Mel Stringer
Editor Henry Gaunt
Released February 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Date of First Appearance: Feb 28 2010 12:00AM
Entry URL:
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Copywriter: Iggy Rodriguez (Saatchi & Saatchi)
Art Director: Justin Carew (Saatchi & Saatchi)
Agency Producer: Kate Whitfield (Saatchi & Saatchi)
Business Director: Josie Dadd (Saatchi & Saatchi)
Business Manager: A J Kwong (Saatchi & Saatchi)
Director: Matt Palmer (Prodigy Films)
Producer: Kate Sawyer (Prodigy Films)
Illustrator: Mel Stringer
Designer: Samuel Byrnes (Saatchi & Saatchi)
Editor: Henry Gaunt (Saatchi & Saatchi)
Producer - print: Jeremy de Villiers (Saatchi & Saatchi)
Media placement: Television - Metropolitan And Regional Stations - 21/2/2010
Media placement: Newspaper inserts - envelope - The Australian, Sun Herald, Sunday Age, Sunday Mail, Sunday Times - 20 & 21/3/2010

Describe the brief/objective of the direct campaign.
Objective: Change the terrible reality in Australia you have 50% more chance of dying from cancer the day you turn 16 The reason: From 16 years onwards, you’re directed to adult hospitals and receive limited treatment designed for elderly patients with the intention of only prolonging life not saving it. The Sony Foundation pledged its support to cancer organisation CanTeen to raise funds to build specialised youth cancer centres for 16-30 year olds,that provide specialist diagnosis, treatment and follow-up support. Target audience: All Australians who have an old mobile phone. Strategy: Don’t ask for money like every other charity.

Explain why the creative execution was relevant to the product or service.
The YouCan campaign looked at charity fundraising in a new light and avoided the need to ask people for money. Instead we asked them to give up something they considered worthless. Their old mobile phones. This immediately distinguished us from other charities. With so many charities fighting for the charity dollar this was a very effective method of fundraising. To inspire donations we told an emotional story of a 16 year old boy giving away his last possessions, after being diagnosed with cancer and giving up hope. People were directed to where they could find out how to donate.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Turn something worthless, into something worthwhile - An old mobile phone, into valuable funding dollars. To stand out from other charities, we made it clear we weren’t interested in people’s money. We wanted their old mobile phones. Each mobile phone donated will be recycled and can bring in a return of up to $10. Our projected revenue is over $15 million Australian dollars. The Australian Government has committed to matching us on our $15 million. This will give us enough money to build youth cancer centres all across Australia and turn the statistics around for the young Australians.

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.
Results have been overwhelming. In the first few weeks we’ve received over 50,000 mobile phones. We even ran out of envelopes after 3 weeks. The campaign has only just begun. ROI is outstanding. Each envelope cost 3 cents and yielded up to $10 return per phone making a very successful fundraising method. In total we reached 8,027,319 Australians in the first four weeks since launch. (Estimated by Hausmann Communications as at 20/04/10) We’ve received $500,000 worth of free media coverage so far. (Provided by Starcom) All with a production budget of $50,000 Australian dollars.