Fundacion Clinica Shaio DM DISCHARGE FORM by J. Walter Thompson Bogota

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Direct marketing
Market Colombia
Agency J. Walter Thompson Bogota
Creative Director Jaime Arturo Perea Chacon
Art Director Nicolas Acosta, Camilo Cañizares
Copywriter Alejandro Cortes
Released December 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Dec 18 2010
Entrant Company: JWT COLOMBIA, Bogotá, COLOMBIA
Creative Vice President: Rodrigo Torres (JWT)
Creative Director: Jaime Perea (JWT)
Copywriter: Alejandro Cortes (JWT)
Art Director: Nicolas Acosta (JWT)
Art Director: Camilo Cañizares (JWT)
Media placement: DIRECT - DIRECT MAILING - 18 DECEMBER 2010

Describe the brief/objective of the direct campaign.
Through its donations from private companies Fundación Clínica Shaio helps children with low income that have serious heart conditions so they can receive the treatment they need to extend their life expectancy.
The communication was drawn towards CEO’s from companies that donated during the last year. The idea was to thank them for their contribution, wish them a Merry Christmas and specially reassert their loyalty with the hospital so they will continue donating.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The CEO’s from the donating companies received an envelope with the actual discharge form from one of the children that thanks to their donation received treatment or surgery. To generate credibility and loyalty in the social responsibility actions of the hospital, the discharge forms were completely real, made in the original format of the hospital.

Explain why the creative execution was relevant to the product or service.
We found out that the best way to thank and motivate the donors was by showing them that their donation actually helped someone. This was the chance to show that the hospital and their donors can save lives, so we wanted the message to be as simple and clear as possible. That way, more than a letter it would be a real proof of a life being saved.

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.
From the list of 25 companies that donated this year and Fundacion Clinica Shaio wanted to thank and confirm as future donors, every single one reacted by contacting the head of the program to confirm their participation in next year´s program. This thank you message became future donations, future treatments for the kids... future.