CAN YOU UNDERSTAND CHILDREN? by DraftFCB London for Children's Workforce Development Council

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CAN YOU UNDERSTAND CHILDREN?

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market United Kingdom
Agency DraftFCB London
Executive Creative Director Mark Fiddes
Creative Director Graham Pugh
Art Director Susan Mansfield
Copywriter Donna Williams
Producer Masha Manojlovic
Released July 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: CHILDREN'S WORKFORCE DEVELOPMENT COUNCIL
Product/Service: SOCIAL WORKER RECRUITMENT SCHEME
Agency: DRAFTFCB
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: DRAFTFCB, London, UNITED KINGDOM
Entry URL: http://www.entries-online.com/CWDC/what_children_mean/index.html
Executive Creative Director: Mark Fiddes (Draftfcb)
Creative Director: Graham Pugh (Draftfcb)
Art Director: Susan Mansfield (Draftfcb)
Copywriter: Donna Williams (Draftfcb)
Planner: Michael Lean (Draftfcb)
Managing Partner: Louise Whitcombe (Draftfcb)
Account Director: Sarah Mclean (Draftfcb)
Account Manager: Juliane Beggs (Draftfcb)
Producer: Masha Manojlovic (Draftfcb)
: Katy Williams (Central Office Of Information)
: Simon Delaney (M/Y Films)
Data: Mark Brennan (Draftfcb)
Media placement: Email Campaign - N/a - July 2009

Describe the brief/objective of the direct campaign.
The Children’s Workforce Development Council(CWDC) has the job of recruiting motivated candidates to become social workers with children in problem families. Last year, their job got massively more difficult. The popular newspapers launched a major attack on the profession after the death in care of Baby P. Other scandals emerged: Baby girl died while mother went out drinking just four months after social services stopped working with the family. Against this, CWDC had to find people with the conviction to fulfil this vital role in society – then inspire them to register.

Explain why the creative execution was relevant to the product or service.
Each of the five films covers a different issue that social workers have to deal with every day, all based on real life cases. This way, the creative work acted as a test to motivate only those candidates with the emotional intelligence to make it through the training. And what could have been a desperate government recruitment drive became instead a series of inspiring and intelligent films that gave the job heroic dimension.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative team were first dispatched to talk and work alongside real social workers in one of London’s worst districts.They came back with a simple email idea to final year college students. Headed with the question; Do you really know what children mean ? The email featured a still from a film clip showing a child looking aggressive with the subtitle: “I’ve been let down by everyone.” The viewer was then able to click on a series of short videos showing the difference between what children say to protect themselves and what they really mean (read in translated subtitles).

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 campaign was one of the most successful the Department had ever run, greatly exceeding targets. • Click to registration target was 6%. The campaign achieved 50.4%, an eight times increase. • Registration target was 43 people. The campaign achieved 623. • Average time spent on the page was 3 and a half minutes, indicating that the average reader was compelled to watch all 5 films.