Mario Penna Cancer Foundation DM DONATE WORDS by Rc Comunicacao


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Industry Against Cancer
Media Direct marketing
Market Brazil
Agency Rc Comunicacao
Creative Director Guilherme Araújo
Art Director Eduardo Araujo
Designer Herbert Rafael
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Apr 8 2010 12:00AM
Entrant Company: RC COMUNICAÇÃO, Belo Horizonte, BRAZIL
Entry URL:
Creative Director: Guilherme Araújo
Copywriter / Project Coordinator: Tiago Pereira
Art Director: Eduardo Araújo
Account Manager: Denise Panisset
Assistant Copywriter: Gustavo Costa
Assistant Art Director: Rafael Gil
Assistant Copywriter: Matheus Martins
Planner: Raquel Ratton
Planner: Pedro Souza
Media Manager: Daniella Araújo
Designer: Herbert Rafael (3bits)
System Developer: Ricardo Farias (3bits)
Media placement: Website - Web - 08/04/2010
Media placement: TVs Inside The Hospital - Hospital - 08/04/2010

Describe the brief/objective of the direct campaign.
Take a great flow of messages of willpower to patients with cancer at Mário Penna Institute.

Explain why the creative execution was relevant to the product or service.
Mário Penna Institute had a great financial and technologic situation, accomplished by the help of advertisings. Although, the healing of cancer is also directly connected to the patients’ emotional situation – so, an action to call people up to donate words has shown very benificial to this . The movement started with an email that we sent to different charity databases, including cancer institutions and others general hospitals.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The email was followed by a direct mailing action in which we invited people to create their phrases and upload it through the website. But this was only the very beginning: spontaneous emails talking about the project were sent to thousands of people, strengthening our first steps exponentially. We created a platform that allows any person to send a message of willpower directly to patients at the cancer hospital, by the site or Twitter. Messages are shown on TVs inside the hospital.

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.
More than 10,000 messages in the first week. 50 thousand visits to the site in 5 days. Exhibition on the greatest Brazilian TV broadcasts and adhesion of thousands of people in Brazil and worldwide, including celebrities and the vice president of Brazil.