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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United States
Agency T3 (The Think Tank)
Associate Creative Director Jennifer Faber
Creative Director Kate Donaho, Ben Gaddis
Art Director Colin Decker
Released April 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Date of First Appearance: Apr 27 2010
Entrant Company: T3 (THE THINK TANK), Austin, USA
Entry URL:
Chief Creative Officer: Jay Suhr (The Think Tank)
Creative Director: Ben Gaddis (The Think Tank)
Creative Director: Kate Donaho
Event Public Relations Director: Lauren Picarello
Public Relations Coordinator: Molly Wilson
Associate Creative Director: Jennifer Faber (The Think Tank)
Senior Interactive Director: Brian Willams (The Think Tank)
Video Director: Chris McInroy (The Think Tank)
Senior Creative Developer: Frank Duran
Art Director: Colin Decker (The Think Tank)
Senior Production Artist: Tara Connolly (The Think Tank)
President: Alan Graham (Mobile Loaves & Fishes)
Chief Marketing Officer: Anna-Marie Phelps (Mobile Loaves & Fishes)
Chief Executive Officer: Bill Reagan (Reagan National Advertising)
Sales Manager: Coy West (Reagan National Advertising)
Media placement: Banner Ad - Clear Channel - 25 April 2010
Media placement: Radio Spot - Clear Channel - 25 April 2010
Media placement: Radio Spot - KVET - 27 April 2010
Media placement: Print Ad - Austin Chronicle - 27 April 2010
Media placement: Print Ad - Austin American Statesman - 27 April 2010
Media placement: Print Ad - L Style G Style - 27 April 2010
Media placement: Print Ad - Texas Monthly - 27 April 2010

Describe the brief/objective of the direct campaign.
The campaign objective was to compel the general public to take action against homelessness by making a supporting donation via mobile phone. Target audience was people who were unfamiliar with the MLF brand, a tall task in a crowded space. The campaign strategy was to combine a call to action that was impossible to ignore—a homeless man on a billboard—with the immediacy of mobile giving at the very point of passion and empathy. We recognized and attempted to remove donation barriers: lack of time, the fear of talking to the homeless and concern over where the money goes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We tried to be as provocative as possible to urge people to take action. We combined traditional outdoor advertising with mobile giving to capture people at the point of emotion and give them the ability to make an immediate difference. More than $12,000 was raised in the first 48 hours. To date, MLF has increased year-over-year donations by 33%. The most immediate and tangible result was moving a homeless man and his disabled wife into a permanent home after 15 years of homelessness. Campaign publicity directly led to the homeless man reuniting with his daughter after 10+ years of separation.

Explain why the creative execution was relevant to the product or service.
The campaign put homelessness in a real-world setting so people would encounter it in typical ways—on their way to work, in their cars, walking by—and be able to make an immediate difference through mobile giving. We combined two firsts to make it work creatively, putting a homeless man on a billboard for the first time ever, and driving donations for the homeless using mobile giving. This combination created a unique environment where people could react at the point of passion to help. The campaign solved MLF’s two main issues: limited funding and a lack of awareness of its mission.

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 largely in-kind campaign was an overwhelming PR and financial success. Mobile donations accounted for over 95% of the donations in the first 48 hours. Direct donations exceeded our goal within 48 hours. To date, the campaign has help MLF increase its donations by more than $600,000 year-over-year, a 33% increase from 2009 and 2010. The campaign goal was a 5% lift. Total cost for the largely in-kind campaign was $1,300 for billboard production. It generated 333 news stories in 32 markets, reaching 13 million viewers and spurring a 300% increase in online donors. Calculated publicity value was $943,584.