CITY HARVEST by DraftFCB New York for City Harvest

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CITY HARVEST

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency DraftFCB New York
Executive Creative Director Keith Loell
Art Director Tod Eisner
Copywriter Greg Wikoff
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CITY HARVEST
Product/Service: FOOD RESCUE ORGANISATION
Agency: DRAFTFCB
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: DRAFTFCB, New York, USA
Executive Creative Director: Keith Loell (DraftFCB)
Copywriter: Greg Wikoff (DraftFCB)
Art Director: Tod Eisner (DraftFCB)
Media placement: Television - Local TV - New York - 1 Novemebr 2009
Media placement: Outdoor - bus shelters, billboards, taxi tops, phone kiosks, gas station pumps - 1 November 2009
Media placement: Newspaper - New York Times - 1 November 2009

Describe the brief/objective of the direct campaign.
Our goal was to encourage New Yorkers to donate online to City Harvest, a non-profit organization that rescues food (which would otherwise be discarded) for the hungry.

Explain why the creative execution was relevant to the product or service.
We stuck to the facts. And used them to illustrate how much food is wasted and how much can be rescued for a modest donation. By using visual demonstrations of the sheer amount of food we waste and can rescue and placing them in situations every New Yorker can relate to, we made both the problem and the solution easy to see.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To dramatise just how much perfectly good food a small donation could rescue, we filled easily recognisable spaces - a newspaper box, a coin operated laundry and a gumball machine - with the amount of produce an equivalent amount of money could save.

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.
Within two months of launching, online donations increased by 20% and direct mail donations increased by $60,000- both huge improvements over the previous year.