Helpage India DM A HELPING HAND by Publicis Ambience Mumbai

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency Publicis Ambience Mumbai
Executive Creative Director Tushar Kadam
Art Director Santosh Sonawane
Copywriter Manan Pandya
Released January 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: AGE CHARITY
Date of First Appearance: Jan 8 2011
Vice Chairman / National Creative Director: Ashish Khazanchi (Publicis Communications)
Executive Creative Director: Tushar Kadam (Publicis Communications)
Senior Creative Director: Vivek Rao (Publicis Communications)
Senior Creative Director: Shahrukh Irani (Publicis Communications)
Art Director: Santosh Sonawane (Publicis Communications)
Copywriter: Manan Pandya (Publicis Communications)
Account Director: Natasha Dani (Publicis Communications)
Media placement: Direct Mailer - Distributed among HelpAge India members - 8th Jan,2011

Describe the brief/objective of the direct campaign.
HelpAge India is a non-profit organization working for the welfare of the elderly. They wanted to tell these old people that they would be cared for at every step.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We designed a walking stick with a hand as its handle and printed HelpAge India’s helpline number on it. Apart from the obvious physical support, we believed that the stick would give these old people mental support too. The helpline number would ensure that they need not suffer in silence from loneliness and anxiety. We anticipated that many old people would respond to the initiative.

Explain why the creative execution was relevant to the product or service.
Research shows that a healthy state of mind is a sure step towards enjoying good health. Sadly, this does not hold true for many old people in India. Constant loneliness and anxiety leads to stress in turn affecting their health.We decided to use the walking stick as it was an object that the elderly used in their daily life. And this is why we came up with an original way to make them feel mentally and physically comforted.

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 stick gave the old people physical support and the helpline number assured them that care was only a call away. This assurance instilled a sense of hope in them. It was a beginning and a right step towards improving their general well being. Whether it improves their health and reduces diseases will be seen in time to come.