Keep A Child Alive DM BUY LIFE by TBWA\Chiat\Day New York

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Industry HIV/AIDS
Media Direct marketing
Market United States
Agency TBWA\Chiat\Day New York
Director Earle Sebastian
Creative Director Chris Maiorino, Mason Hedgecoth, Lisa Topol, Rob Omodiagbe
Art Director Isabella Castano
Copywriter Ani Munoz
Designer Eric Kopicki
Account Supervisor Keiko Kurokawa
Released February 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: AIDS AWARENESS
Date of First Appearance: Feb 1 2011
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Entry URL:
Chairman and Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day New York)
Creative Director: Lisa Topol (TBWA\Chiat\Day New York)
ACD/Copywriter: Josh DiMarcantonio, Jonathan Marshall (TBWA\Chiat\Day New York)
ACD/Art Director: Eric Stevens (TBWA\Chiat\Day New York)
Copywriter: Ani Munoz (TBWA\Chiat\Day New York)
Art Director: Isabella Castano (TBWA\Chiat\Day New York)
Head of Production, Digital Producer: Rober Valdes, Josh Morse (TBWA\Chiat\Day New York)
Print Production: Katherine D'Addario, Joni Adams (TBWA\Chiat\Day New York)
Brand Experience: Chris Reardon (TBWA\Chiat\Day New York)
User Experience Designer: Will Weems (TBWA\Chiat\Day New York)
Designer: Eric Kopicki (TBWA\Chiat\Day New York)
Developers: Dima Farmer, Scott Jones, Michael Bester, Peter Kuang (TBWA\Chiat\Day New York)
Front End Developers: Richard Levi Brooks, Jordan Farrell, Matt Farmer (Use All Five)
Account Director: Nikki Maizel (TBWA\Chiat\Day New York)
Account Supervisor: Keiko Kurokawa (TBWA\Chiat\Day New York)
PR Director: Jeremy Miller (TBWA\Chiat\Day New York)
Photographers: Markus Klinko & Indrani (Markus Klinko & Indrani)
Director: Earle Sebastian (Keep a Child Alive)
Producer, Editor: Viet-An Nguyen, Sonejuhi Sinha (Final Cut NY)
Executive Producer: Jonny Fego (My Active Driveway)
Media placement: Website - Online - 1 November 2010

Describe the brief/objective of the direct campaign.
Keep a Child Alive, a small AIDs charity, needed help raising money to give food, shelter and medicine to the millions suffering from AIDs in Africa and India. But the objective of getting people to give was getting lost in the noise of the ever-growing number of cause and relief organizations asking people to give.

Our solution? Stop asking people to give. Offer them something to buy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A market bombarded with messages asking people to give made it nearly impossible for Keep a Child Alive to raise funds. So we stopped asking people to give.
Instead we offered them something to buy.

And the BuyLife barcode was born. Now the most recognizable symbol of consumerism sold the most important item in the world…Life.

With a scan from any Smartphone, people could buy life for millions suffering from AIDs. BuyLife t-shirts became fully-interactive fundraising shirts.

Celebrities stepped up to help and each one received a special barcode that fans could scan to receive a personalized message.

Fans themselves could join the cause by wearing their own barcode t-shirts and becoming walking charity boxes.

Explain why the creative execution was relevant to the product or service.
The BuyLife campaign broke through the noise of typical donation language. Buying stood out among the world of giving. And people responded to this language more because it gave them the euphoria of shopping.

BuyLife also gave people a new understanding for the charity and everything it encompassed. Keep a Child Alive didn’t just buy medicine for people with AIDs, it was an charity based on getting people the necessary means to live not survive with AIDs; the need for food, shelter, medicine, education and nursing care.

BuyLife told the world that KCA’s ultimate goal was to give people a decent life.

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.
With a zero dollar media budget, the BuyLife Campaign has so far raised over 3 million dollars. T-shirt sales continue to grow in the thousands, creating an army of walking charity boxes. In the end, BuyLife helped Keep A Child Alive raise enough funds save millions without ever asking people to give a thing.