Salvation Army DM CALENDAR by J. Walter Thompson Lisbon

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Portugal
Agency J. Walter Thompson Lisbon
Creative Director Jorge Barrote, Joao Geada, João Clemente De Oliveira
Art Director Isaac Almeida
Copywriter Tiago Cruz
Producer Rita Coutinho
Photographer Nuno Correia
Released November 2009

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Date of First Appearance: Dec 1 2009 12:00AM
Creative Director: João Oliveira (JWT)
Creative Director: Jorge Barrote (JWT)
Creative Director: João Geada (JWT)
Art Director: Isaac Almeida (JWT)
Copywriter: Tiago Cruz (JWT)
Photographer: Nuno Correia
Producer: Rita Coutinho
Account Executive: Luisa Horta (JWT)
Print Producer: Irene Bandeira (JWT)
Print Company: (Ocyan)

Describe the brief/objective of the direct campaign.
Target audience: the Salvation Army database, those who usually help and support the SA trough donations. Strategy: remind that more than ever, the Salvation Army needs donations all year round because the recession plunged many families that used to live without difficulties into poverty; people who now also appeal to the assistance of the Salvation Army, just like the homeless, the children in-need and the elderly we have always supported. Not only at Christmas and Easter as usual, but all year round.

Explain why the creative execution was relevant to the product or service.
A wall calendar that shows the decadence of a middle class family’s lifestyle in only 12 months. This shows the reality as it is and makes us watch it every day of the year. It explains exactly the Salvation's Army actual drama: help those who have always needed and the so called “new poor”, the recession victims. By having this calendar on the wall we ensure a daily call to action.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A wall calendar that shows the decadence of a middle class family’s lifestyle in only 12 months: Month after month they lose more and more personal assets and values. One year later it’s just them in an empty home. At the same time, this calendar stays on the wall the whole year, reminding people to donate not only at Christmas time or Easter as they usually do.

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 Salvation Army doesn't keep official tracking data of mailing results. However, we do have their indication that the reaction of those who received the calendar was really good. We do believe that this action was very important to the SA awareness.