Encontrar+se DM GUERRILLA ART BOOK by Lola Lisbon

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Portugal
Agency Lola Lisbon
Associate Creative Director Joao Coutinho
Creative Director Susana Albuquerque
Art Director Ana Magalhães
Copywriter Tiago Vital
Released February 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ENCONTRAR+SE
Product/Service: CHARITY
Date of First Appearance: Feb 25 2011
Entrant Company: LOWE ATIVISM, Lisboa, PORTUGAL
Entry URL: http://www.upafazadiferenca.encontrarse.pt
Chairwoman: Filipa Palha (Encontrar+se)
Managing Director: João França Martins (Lowe)
Creative Director: Susana Albuquerque (Lowe)
Associate Creative Director: João Coutinho (Lowe)
Art Director: Ana Magalhães (Lowe)
Copywriter: Tiago Vital (Lowe)
Account Planner: Margarida Silva (Lowe)
Media placement: Brochure - Distribution - Schools + Streets - 25 February 2011
Media placement: Website - Microsite - Internet Domain - 25 February 2011

Describe the brief/objective of the direct campaign.
The client had a target: distribute 1000 brochures in secondary schools classrooms to 10-16 years old kids.
The objective:
Educate on mental health in the classroom. Create a direct marketing campaign to pass the message that diseases such as schizophrenia, depression, panic and bipolarity are common illnesses that can be treated and shouldn’t be discriminated.
The strategy:
Involve the target actively and create a guerrilla campaign: we used the kids as ambassadors against mental illness discrimination, we gave them a sticker book and made the campaign go viral.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A Guerrilla Art Book Against Mental Illness Discrimination.
Instead of producing a brochure explaining the diseases, the treatments and the prejudices, we created a book of stickers.
Each sticker was based on scientific information on mental health.
Each sticker had an ambient media application to emphasize the information.
The kids were invited to use the stickers to spread the message and they were asked to photograph their guerrilla interventions.
Each kid got their own book.
A website was created to share all the kids interventions.
The objective was to make this 1000 brochures in secondary schools go viral.

Explain why the creative execution was relevant to the product or service.
Mental illness discrimination affects 1 out of 5 people in the world so it’s relevant to everyone. Rather than locked in scientific papers or classroom seminars, this fight should be everywhere.
Younger generations are easier to educate. It’s even easier to pass the message if we involve them actively. So we used this campaign as a chain campaign, rather than just another direct marketing campaign aimed at schools. Kids are ambassadors to future generations. That’s how we used them.

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 campaign started in 25 February 2011 at 39 schools.
13.007 students (Source: Encontrar+se) were impacted with the "Sticker Art Book"
During this first month, our website reached:
- 78.300 visits ( 59.000 are unique visitors) (source: Google Analytics).
This data represents a growth of 453% on the first impact of the campaign.
- a total of 100 users uploaded a total of 437 photos (source: http://upafazadiferenca.encontrarse.pt/);
- the number of the visitors of the UPA INFORMA website increased by 71,01% (Source: Google Analytics)
- and an average time on site of 5m36s
And the campaign is still running.