FIRST HUG DM BABY DOE by BBR Saatchi & Saatchi Israel

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Israel
Agency BBR Saatchi & Saatchi Israel
Creative Director Tal Perelmuter
Art Director Aia Bechor Kujnitzky
Copywriter Tom Reuvni
Producer Uri Dagan
Released October 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: FIRST HUG
Date of First Appearance: Oct 8 2009 12:00AM
Entry URL:!/pages/Baby-Doe/222275063526?ref=ts
Vice President Creative Director: Yoram Levi (Baumann Ber Rivnay Saatchi& Saatchi)
Creative Director: Tal Perelmuter (Baumann Ber Rivnay Saatchi& Saatchi)
Copywriter: Tom Reuvni (Baumann Ber Rivnay Saatchi& Saatchi)
Art Director: Aia Bechor (Baumann Ber Rivnay Saatchi& Saatchi)
Account Executive: Elad Koperman (Baumann Ber Rivnay Saatchi& Saatchi)
Vice President Producer Agency: Dorit Gvili (Baumann Ber Rivnay Saatchi& Saatchi)
Producer: Uri Dagan (Baumann Ber Rivnay Saatchi& Saatchi)
Account Manager: Idit Zuckeman (Baumann Ber Rivnay Saatchi& Saatchi)
Copywriter interactive: Maayan Dar (Baumann Ber Rivnay Saatchi& Saatchi)
Media placement: Grila - Insert/flayer - 8/10/2009

Describe the brief/objective of the direct campaign.
Every year In Israel hundreds of babies are abandoned after birth. Babies that their families could not provide for or babies that their family did not want in the first place. Hibuk Rishon is a non profitable association that fills the babies' emotional and cognitive needs in the absence of a mother.

Explain why the creative execution was relevant to the product or service.
Raise awareness of the association's (Hibuk Rishon) activity, and enlarge the percentage of volunteer's by 10%. Give people that feeling of responsibility for the abandoned babies by demonstrating that these babies are in fact real and in need of their help. The main problem of the association is that most People are not familiar with it and Its Activities and the one's that do, mostly don't feel any connection to the abandoned babies because it's something that is beyond them, and not a part of their everyday concerns. In order to change this situation using the very limited budget we had, we decided to raise awareness by bringing the problem to the people.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People don't know about the association, let alone its activities, further more they don't feel any connection to the abandoned baby's because it's something that is far from them, and has nothing to do with them. As such, people feel much more connection to things that are perceptible. Abandoned babies are not numbers in some statistic reports, they are real, helpless, and in need of these people's help.

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.
We printed a flyer of a baby in a crib and we placed it at doorsteps around Tel-Aviv. When people opened the door it gave them the feeling someone has abandoned a baby right in front of their doorstep. On the back of the flyer we printed the message: Every year hundreds of babies are abandoned in Israel. You can help them. The results were unbelievable! We became the talk of the day - Around the web and on major T.V station's in Israel. The association had approximately 200% call increase to its hotline and received a huge exposure. All that with almost no money and probably, for one of the best cause's out there.