NAKED BEGGARS by DDB Mudra Group Mumbai for CHETANA FOUNDATION

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NAKED BEGGARS

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Art Director Deepak Singh Dogra
Copywriter Prajato Guha Thakurta, Kb Vinod
Photographer Nirav Mehta
Illustrator Rajesh Sawant, Santosh Selar
Editor Vishal Sane, Mahendra Solanki
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: CHETANA FOUNDATION
Product/Service: NGO FOR UNDERPRIVILEGED CHILDREN
Agency: MUDRA DDB GROUP
Date of First Appearance: Nov 10 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra DDB Group)
Executive Creative Director: KB Vinod (Mudra DDB Group)
Creative Director: Deepak Singh (Mudra DDB Group)
Art Director: Deepak Singh (Mudra DDB Group)
Illustrator: Rajesh Sawant (Mudra DDB Group)
Illustrator: Santosh Selar (Mudra DDB Group)
Editor: Mahendra Solanki (Mudra DDB Group)
Photographer: Nirav Mehta (Mudra DDB Group)
Editor: Vishal Sane (Mudra DDB Group)
Copywriter: Prajato Guha Thakurta (Mudra DDB Group)
Copywriter: KB Vinod (Mudra DDB Group)
Media placement: Ambient - Temporary Exhibition - Residential Buildings, Malls - 10-11-2009

Describe the brief/objective of the direct campaign.
Chetana Foundation, an NGO dedicated to improving the lives of underprivileged children, was initiating a clothes donation drive in Mumbai. They wanted an innovative solution that would inspire people to donate their old clothes for a worthy cause. The target audience was the residents of Mumbai. The campaign strategy was to actually show people how their contributions would help since the popular perception is that they don’t know what really happens with their donations, something that discourages them from reaching out.

Explain why the creative execution was relevant to the product or service.

The creative execution went beyond the traditional methods of soliciting donations (read posters, leaflets, etc). By making it interactive, not only was the campaign creatively strong and original but it also shattered a popular negative perception and actually inspired people to step forward and donate.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created lifelike and life-size statues of underprivileged children but didn’t put any clothes on them. What we did, however, was put them inside huge glass boxes that were then installed in shopping malls and residential complexes across the city. A message on the boxes asked people to drop their old clothes inside. As the clothes started piling up, it looked as if the children were actually being clothed by the donors themselves. Through this activity, people saw with their own eyes how their donations would be eventually used and were thus inspired to step forward for this noble cause.

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 response was overwhelming. The target was to collect 1,000 pieces of clothing. Within two weeks of launching the drive, we collected more than 5,000 clothes.