Missing Children Society Of Canada DM CARDS OF HOPE by Grey Toronto


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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Canada
Agency Grey Toronto
Art Director Todd Lawson, Yusong Zhang
Producer Vikki Kuzmich
Account Supervisor Patty Moher
Released April 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Chief Creative Officer: Patrick Scissons (Grey (Canada))
Writer: James Ansley (Grey (Canada))
Art Director: Todd Lawson (Grey (Canada))
Art Director: Yusong Zhang (Grey (Canada))
Producer: Vikki Kuzmich (Grey (Canada))
Account Supervisor: Patty Moher (Grey (Canada))
Media placement: Direct Mail - Greeting Card - Greeting Card Stores - April 2012

Describe the brief/objective of the direct campaign.
The Missing Children Society (MCSC) is the only organisation in Canada committed to the search and rescue of missing kids. They handle an estimated 50,000 reported cases every year and receive no government funding support. As a result, they have very limited financial resources for marketing and fundraising.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With the overall objective of raising awareness, we knew an expensive direct mail-drop to hundreds of thousands of individual households wasn’t possible. We needed to do more with less. So we considered public places where there was media value and awareness in foot traffic seeing our cause and the Cards of Hope, even if that person ultimately didn’t decide to buy one.

Explain why the creative execution was relevant to the product or service.
Missing Children has the highest awareness in May because of International Missing Children Day on May 25th. Mother’s Day is only a couple weeks before, which for the mother of a missing child, is an especially difficult time. 'Mother’s Day Cards of Hope' were distributed nationally to boutique gift stores as a way to create a direct and personal connection between the person giving support and the person who was ultimately going to receive it.

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.
Brand awareness increased significantly. Based on foot traffic, it was calculated that the programme had a 1:100 media reach – for every 1 person who bought the card, there were 100 more exposed to the message. Online donations also increased 10-15% during the Cards of Hope program.