Canteen Nz DM YOU CAN by Saatchi & Saatchi Sydney

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Industry Against Cancer
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: Best Low Budget Campaign
Date of First Appearance: Feb 21 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 ads - MX magazine, Sydney Morning Herald, The Age - 7/3/2010
Media placement: Radio - MCM network, 2GB/2CH, Nova, Vega - 7/3/10
Media placement: Cinema - Val Morgan - 14/3/10
Media placement: Newspaper inserts - envelopes - The Australian, Sun Herald, Sunday Age, Sunday Mail, Sunday Times - 20 & 21/3/2010
Media placement: Editorial - ACP - 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. 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. Our 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.

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. Envelopes cost 3 cents and yielded a return of up to $10. Our recycling partner covered all the postage costs for each package. We stretched our production budget of $50,000 Australian dollars to create a fully integrated campaign to support the phone drive and leveraged our partners and the media to promote it. Our projected revenue is over $15 million Australian dollars. This will give us enough money to build youth cancer centres all across Australia and turn the statistics around for these 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.
ROI is outstanding. Each envelope cost 3 cents and yielded up to $10 return per phone making a very successful fundraising method. Currently we’ve received over 50,000 mobile phones. We’ve received $500,000 worth of free media coverage so far. (Provided by Starcom). 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 even ran out of envelopes after 3 weeks. All with a production budget of $50,000 Australian dollars. The Australian Federal Government has committed to matching us on our $15 million.