Cry/child Relief & You DM RESUME by Grey Singapore

RESUME

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Industry Public awareness, Human Rights
Media Direct marketing
Market Singapore
Agency Grey Singapore
Art Director Jason Ang Sheng Jin
Copywriter Joseph Cheong
Producer Bobby Koh
Photographer Harpi Sim
Typographer Alex Tan, Boo Wei Yi
Released April 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: CRY CHILD RIGHTS AND YOU
Product/Service: CHILD LABOUR AWARENESS
Agency: GREY GROUP SINGAPORE
Chief Creative Officer/Executive Creative Director: Ali Shabaz (Grey Singapore)
Associate Creative Director: Joseph Cheong (Grey Singapore)
Associate Creative Director: Ang Sheng Jin (Grey Singapore)
Copywriter: Joseph Cheong (Grey Singapore)
Art Director: Ang Sheng Jin (Grey Singapore)
Junior Art Director: Alex Tan (Grey Singapore)
Junior Art Director: Boo Wei Yi (Grey Singapore)
Photographer: Harpi Sim (Nemesis Pictures)
Typographer: Boo Wei Yi (Grey Singapore)
Typographer: Alex Tan (Grey Singapore)
Producer: Bobby Koh (Grey Singapore)
Senior Regional Art Buyer: Iskandar Abdul Kader (Grey Singapore)
Group Account Director: Ong Ai Mai (Grey Singapore)
Director Resource Mobilisation: Yogita Verma Saighal (Cry - Child Rights And You)
Vice President/Head/Retail Activation/Shopper: Ketan Desai (Grey Mumbai)
Media placement: Direct Marketing - Direct Marketing - 20 April 2012

Describe the brief/objective of the direct campaign.
Millions of children all over India are forced into child labour and the numbers are still climbing. Cry.Org, wanted people to be aware of this dire situation and help stop the exploitation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
It’s easy to highlight this situation to the masses. But that would be missing the point. The truth is, not everyone can make a positive change. People in the position to hire are the ones with the power to prevent child exploitation. By targeting these professionals, Cry.Org is one step closer to meeting its objective.

Explain why the creative execution was relevant to the product or service.
All hiring process begins with a simple resume. Cry.Org sent out 2,000 ‘fake’ resumes to CEOs, MDs, GMs, and HR Directors of labour-intensive industries. Reading the resume soon revealed the shocking truth of how a little worker girl was exploited. Her application was denied, of course. But that was the whole idea.

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 low-cost direct campaign drove the average time spent on Cry.org up by 540%. In addition to a spike in site traffic, sign-ups for the Corporate Sponsorship Programme went up by 36%.