HIGHLIGHTER by Ireland/Davenport for Right2Know

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HIGHLIGHTER

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Industry Government & Other Authorities
Media Direct marketing
Market South Africa
Agency Ireland/Davenport
Executive Creative Director John Davenport, Philip Ireland
Art Director Bruce Murphy
Copywriter Eric Wittstock
Released April 2012

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: RIGHT2KNOW
Product/Service: RIGHT2KNOW
Agency: IRELAND DAVENPORT
Executive Creative Director: John Davenport (Ireland Davenport)
Executive Creative Director: Philip Ireland (Ireland Davenport)
Managing Director: Sue Napier (Ireland Davenport)
Production Director: Will Smith (Ireland Davenport)
Art Director: Bruce Murphy (Ireland Davenport)
Copywriter: Eric Wittstock (Ireland Davenport)
Media placement: Direct Mailer - N/A - 20 April 2012

Describe the brief/objective of the direct campaign.
Right2Know was formed out of concern of what the secrecy bill, currently before the South African Parliament, will do to our democracy. It allows the South African Government to declare any piece of information a state secret. We were asked to direct people to the Right2Know website to pledge their support as well as to get people talking about this issue and explain its repercussions to our democracy. We sent our direct mailer to the people with the biggest voices and the biggest reach in our country (journalists, radio stations and newspapers).

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We were asked by Right2Know to create something that would get people talking. We decided to send direct mailers to radio personalities and journalists who we knew were also against the passing of this bill. The aim of this was to get the right people talking to a great deal of people all at once. By sending the mailer to all of the main radio stations and newspapers we were able to ignite a debate around this troublesome issue.

Explain why the creative execution was relevant to the product or service.
The creative idea was perfect for what we needed to achieve. We showcased how easily it would be cover up exactly what the press would usually highlight. As our client, Right2Know, is an organisation against the passing of the secrecy bill it was a great opportunity to showcase what the government intends to do. We demonstrated what it would feel like for our right to know to be taken away.

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.
With every radio station and journalist having our idea in top of mind we created a country-wide debate on the importance of not letting the South African Government pass the bill. 49m South Africans were reminded of how detrimental the bill would be to our democracy. It was a reminder to every free South African that the last thing we want is to relive the apartheid era. The idea gathered momentum and along with valuable word of mouth and numerous social media discussions, hits on the Right2Know website increased by 200%.