MAKE IT A THING OF THE PAST by M&C Saatchi Melbourne for Save The Children

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MAKE IT A THING OF THE PAST

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Australia
Agency M&C Saatchi Melbourne
Creative Director Steve Crawford
Released June 2009

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: SAVE THE CHILDREN
Product/Service: CHILDREN'S CHARITY
Agency: M&C SAATCHI
Date of First Appearance: Jun 29 2009 12:00AM
Entrant Company: M&C SAATCHI, Melbourne, AUSTRALIA
Creative Director: Steve Crawford (M&C Saatchi)
Deputy Creative Director: Doogie Chapman (M&C Saatchi)
Head of Art: Murray Bransgrove (M&C Saatchi)
Senior Writer: Sandra Galiazzo (M&C Saatchi)
Re-Toucher: Ed Croll (M&C Saatchi)
Account Manager: Bree Woodhouse (M&C Saatchi)
Planner: Chantelle Warren (M&C Saatchi)
Media placement: Newspaper Inserted Magazines - National newspapers - 29/6/2009
Media placement: Metrolites - National - 29/6/2009

Describe the brief/objective of the direct campaign.
With brand awareness at just 3%, Save the Children needed to share their story with as many Australians as possible. So we built them the ‘Make It a Thing of the Past’ exhibition, a portable museum that we displayed in the most high-traffic venues possible – railway stations and shopping centres across the country. Our next step was to advertise it.

Explain why the creative execution was relevant to the product or service.
Like the exhibition itself, each print execution boldly featured a particular issue Save the Children is working to ‘make a thing of the past’ worldwide. And to demonstrate what makes this charity different from any other, each execution dealt only with how it affected children. Be they soldiers or refugees in the Congo, prostitutes or sweatshop workers in Bangladesh, or collectors of contaminated drinking water in Kenya.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To direct people to visit the ‘Make It a Thing of the Past’ exhibition, we teamed with leading photo-journalists to create a series of evocative print and outdoor advertisements. By capturing the plight of some of the world’s most helpless children, we wanted to tell everyday Australians about Save the Children’s commitment to help them.

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.
Over 1.6 million Australians visited the exhibition, raising Save the Children’s brand awareness from 3% to over 7%.