CHILD SOLDIERS by Jung Von Matt/Alster Hamburg for Ohne Rustung Leben

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CHILD SOLDIERS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Philipp Barth, Holger Oehrlich
Art Director Stephanie Wiehle
Copywriter Jens Frank, Carola Beck, Lars Wagner, Matthias Hess
Designer Nana Poehner
Editor Robert Jedam
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: OHNE RÜSTUNG LEBEN
Product/Service: CHILD SOLDIER DONATION APPEAL
Agency: JUNG von MATT
Date of First Appearance: Oct 2 2009 12:00AM
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Creative Director: Philipp Barth (Jung von Matt)
Creative Director: Holger Oehrlich (Jung von Matt)
Art Director: Stephanie Wiehle (Jung von Matt)
Designer: Nana Poehner (Jung von Matt)
Copywriter: Lars Wagner (Jung von Matt)
Copywriter: Matthias Hess (Jung von Matt)
Copywriter: Carola Beck (Jung von Matt)
Copywriter: Jens Frank (Jung von Matt)
Agency Producer: Anja Geib (Jung von Matt)
Editor: Robert Jedam (Jung von Matt)
Media placement: Direct Mailing - 14,000 Households With Small Children - 02/10/2009

Describe the brief/objective of the direct campaign.
The use of child soldiers is common in many countries. Our client Ohne Rüstung Leben (Life Without Weapons) wanted to raise attention about this problem and to collect more donations.

Explain why the creative execution was relevant to the product or service.
For all adult German males the military draft notice is a dramatic experience. In this letter, they are ordered to serve in the army. Everyone knows the specific look of the letter - we designed our mailing in this typical style. So it raises attention - even before the letter is opened. The fact, that the own young children of our target group are ordered to perform military service, guarantees a very emotional effect and a high involvement for the problem.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
________________________________________ When young German males become adult, they get a letter to serve in the German army. Our idea: Original looking military draft notices are being sent out to families with small children (8-14 years, selected by an address provider). The children are ordered to perform military service, including suicide missions and rapes. Our message: Unthinkable in Germany. Reality in other countries. Help us stop the use of child soldiers - with your donation. Ohne Rüstung Leben e.V., www.kindersoldaten.eu

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.
Our direct mailing has been sent to approx.14.000 German households of our target group (families with small children). 855 of these people (6.1%) decided to donate, overall approx. 5,300 Euro. Furthermore 95 people decided to join the organisation Ohne Rüstung Leben e.V. (no membership fee).