ORGANS ON OFFER SUPPLEMENT by Ogilvy & Mather Frankfurt for International Society For Human Rights (ishr)

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ORGANS ON OFFER SUPPLEMENT

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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Agency Ogilvy & Mather Frankfurt
Copywriter Marcus Pfeiffer
Released December 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: INTERNATIONAL SOCIETY FOR HUMAN RIGHTS
Product/Service: ILLEGAL ORGAN TRADE AWARENESS
Agency: OGILVY FRANKFURT
Date of First Appearance: Dec 18 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Creative Director/Art Director: Helmut Meyer (Ogilvy Frankfurt)
Copywriter: Marcus Pfeiffer (Ogilvy Frankfurt)
Retouching: Marco Perdigones (Ogilvy Frankfurt)
Graphic: Michael Helmle (Ogilvy Frankfurt)
Account Management: Marco Bisello/Frank Apel (Ogilvy Frankfurt)
Advertiser's Supervisor: Martin Lessenthin (ISHR)
Media placement: Newspaper Supplement - Supplement In Newspaper "taz" (German Daily Newspaper) - 18th December 2009

Describe the brief/objective of the direct campaign.
ISHR is tackling the problem of illegal organ trade. Our task was to make the general public aware of this controversial issue, in order to generate publicity, support and donations for the international human rights organisation.

Explain why the creative execution was relevant to the product or service.
Price-led advertising supplements in newspapers are well known for presenting lowest prices and bargain basement offers. The ideal media to draw attention to the appalling practices of illegal organ traders.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We brought this cruel and secretive trade out into the open. We published prices, described organs, named countries and the involuntary donors. The information is repackaged in the format of a newspaper insert for seasonal offerings and price discounts and published in the left-wing newspaper the Taz;. Readers were directed to the ISHR website where they were able to make donations to various projects tackling illegal organ trade.

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.
In the week following publication, visitors to the ISHR website increased by over 31 %. The volume of donations made was 14 times higher than the total costs for the insert.