THAUMATROPE by McCann Erickson Mumbai for Children Of The World

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THAUMATROPE

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency McCann Erickson Mumbai
Creative Director Denzil Machado
Art Director Vallabh Yeolekar
Copywriter Manish Patel
Illustrator Sahebrao Hare
Released October 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: CHILDREN OF THE WORLD INDIA TRUST
Product/Service: CHILD ADOPTION
Agency: McCANN WORLDGROUP
Date of First Appearance: Oct 21 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Chief Creative Officer: Prasoon Joshi (McCann Worldgroup)
Creative Director: Denzil Machado (McCann Worldgroup)
Art Director: Vallabh Yeolekar (McCann Worldgroup)
Copywriter: Manish Patel (McCann Worldgroup)
Illustrator: Sahebrao Hare
Production Manager: Robert Joseph (McCann Worldgroup)
Executive Director: Mani Mistry Elavia (Children of the World India Trust)
Media placement: Direct Mailer - NA - 21/10/2009

Describe the brief/objective of the direct campaign.
Brief: Millions of children in India are left without homes or live in temporary shelters run by NGOs like the Children of the World (India) Trust. And even though prospective parents desire to adopt these kids and make them their own, they are afraid of the processes involved. In reality, however, adopting a child is rather simple.

Explain why the creative execution was relevant to the product or service.
Strength: The Thaumatrope, simply demonstrated the ease of adopting a child through a device used by children.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The Solution: To demonstrate the message, we used a ‘Thaumatrope’ with a child’s image on one side and a home on the other. With just a little twist on the string, the homeless child got a home, reemphasising the point that all it takes is a little effort to change a child’s life. We also provided contact details for parents to call and clear any doubts they had regarding child adoption.

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 Result: This communication raised awareness about the issue and NGO call lines reported a significant increase.