REFUGEE LETTER by Goss for Gothenburg Homeless Aid

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REFUGEE LETTER

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Sweden
Agency Goss
Art Director Gunnar Skarland, Mimmi Andersson, Jan Eneroth, Mattias Frendberg
Copywriter Michael Schultz, Ulrika Good, Elisabeth Berlander
Released December 2010

Credits & Description

Category: Flat Mailing
Advertiser: GOTHENBURG HOMELESS AID
Product/Service: CHARITY
Agency: GOSS
Date of First Appearance: Dec 10 2010
Entrant Company: GOSS, Gothenburg, SWEDEN
Art Director: Gunnar Skarland (GOSS)
Copywriter: Ulrika Good (GOSS)
Art Director: Mimmi Andersson (GOSS)
Copywriter: Elisabeth Berlander (GOSS)
Art Director: Mattias Frendberg (GOSS)
Copywriter: Michael Schultz (GOSS)
Art Director: Jan Eneroth (GOSS)
Planner: Johan Good (GOSS)
Graphic Designer: Louise Christiansson (GOSS)
Account Manager: Monica N Persson (GOSS)
Account Manager: Lena Kling (GOSS)
Account Director: Stig Lundstedt (GOSS)
Account Director: Fredrik Toreskog (GOSS)
Final Art: Lena Björklund Henriksson (GOSS)
Final Art: Elin Andreasson (GOSS)
Economy: Lena Ekdahl (GOSS)
Media placement: Direct Mail - Sent To Previous Doners - December, 2010

Describe the brief/objective of the direct campaign.
Gothenburg Homeless Aid have spent years making their efforts known through the media. This year, the main focus was on children of refugees in Göteborg. The primary aim of the campaign was to promote awareness of said situation, while collecting as much money as previous years. Despite the new message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Gotenburg Homeless Aid have enjoyed considerable success throughout the years with very basic solutions based on straight forward letters in envelopes. We wanted to stay true to this, in part to highlight that we don’t squander donated funds on lavish advertising. Receiving a letter that has apparently been forwarded and re-forwarded so many times paints a clear picture of how the world can treat refugee children.

Explain why the creative execution was relevant to the product or service.
The letter illustrates what life can be like for refugee children. Seeing your own name on a letter that has clearly been forwarded and re-forwarded all over the country, makes it easier to empathise with the rootlessness that many refugee children struggle with every day.

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 three month campaign raised 2,566,129 SEK. This is to be compared to the precious year’s campaign that netted 2,496,148 SEK. Despite the new message, the campaign surpassed the old record.