THE GOLD TROPHY by DDB Mudra Group Mumbai for SRUJAN FOUNDATION FOR MENTAL HEALTH

THE GOLD TROPHY

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Creative Director Timsy Gupta
Art Director Tismy Gupta
Copywriter Anshumani Khanna
Released December 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: SRUJAN FOUNDATION FOR MENTAL HEALTH
Product/Service: MENTAL HEALTH CHARITY
Agency: MUDRA DDB GROUP
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (DDB Mudra)
National Creative Director: Rajeev Raja (DDB Mudra)
Creative Director: Anshumani Khanna (DDB Mudra)
Creative Director: Timsy Gupta (DDB Mudra)
Copywriter: Anshumani Khanna (DDB Mudra)
Art Director: Tismy Gupta (DDB Mudra)
Fabricator: Sunil Khadey (Freelancer)
Fabricator: Milind Misal (Freelancer)
Account Manager: Monish Debnath (DDB Mudra)
Media placement: Direct Mailer - Direct Mailer - 01-01-2010

Describe the brief/objective of the direct campaign.
In an age where the word of the media shapes the thought-culture of a nation, it is imperative that the thought seeders are sensitised to the plight of the modern child. In India, each year thousands of school children kill themselves because they cannot cope with the academic pressures at school and at home. Towards the aim to raise a concerted voice amongst key stakeholders, the mailer sought to grab the media’s attention and urge them to use their influence.

Explain why the creative execution was relevant to the product or service.
Srujan, our client, offers holistic mental therapy and counselling with specially designed programs for parents, teachers and children. We needed a hard hitting device which brought the brutal truth out into the open through the medium that parents and teachers understand the best- an accolade. In this case a trophy cast in gold. On the whole the activity aimed at educating and positioning Srujan as a counselling center that helped families and faculty overcome pressures and as a responsible organisation that truly aims at changing the rote.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To impact the media personnel so that the issue sticks in their minds, we created a Gold Trophy. But we replaced the regular statuette with that of a young boy hanging himself. The plaque went on to congratulate the parents on their achievement of 'pushing their child'. We sent out the mailer to eminent media personalities like leading TV journalists, informing them of their moral duty to educate parents and teachers against this malpractice. And to use their influence on government leaders, the ministry of education and policy makers so that some where, they can make a difference.

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.
Srujan received over 5000 calls in a period of 2 months, from parents, the media and educationists. Our client Dr. Anupama is currently designing special counselling programs for schools, where parents, children and teachers can come together and talk and share. There was a sudden buzz in the media, with news channels and leading newspapers covering student suicides. The ministry of education along with the national education board and state boards are in the process of re-looking at examination formats and the grading system. NCERT, the body responsible for designing syllabus is re-looking at their formats.