TOMORROW CAN BE DIFFERENT by Clemenger BBDO Sydney for St Vincent De Paul Society

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TOMORROW CAN BE DIFFERENT

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Australia
Agency Clemenger BBDO Sydney
Executive Creative Director Richard Maddocks
Creative Director Karl Fleet Guy Rooke
Art Director Heather Sheen
Copywriter Alex Derwin, Jess Little
Released May 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ST VINCENT DE PAUL SOCIETY
Product/Service: HOMELESSNESS CHARITY
Agency: CLEMENGER BBDO SYDNEY
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: CLEMENGER BBDO SYDNEY, AUSTRALIA
Entry URL: http://awardsubmissions.com.au/vinniesjournal/award_integrated.html
Executive Creative Director: Richard Maddocks (Clemenger BBDO Sydney)
Creative Director: Guy Rooke (Clemenger BBDO Sydney)
Art Director: Heather Sheen (Clemenger BBDO Sydney)
Copywriter: Alex Derwin (Clemenger BBDO Sydney)
Copywriter: Jess Little (Dm) (Clemenger BBDO Sydney)
Account Management: Mandi Spero (Clemenger BBDO Sydney)
Account Management: Jenny Jacinto (Clemenger BBDO Sydney)
Account Management: Julia Williams (Clemenger BBDO Sydney)
Account Management: Carla Hizon (Clemenger BBDO Sydney)
Planning: Paul Blockey (Clemenger BBDO Sydney)
Production: Jameson Wright (Dm) (Clemenger BBDO Sydney)
Production: Melissa Scurry (Dm) (Clemenger BBDO Sydney)
Production: Jo Kouvaris (Print/Outdoor) (Clemenger BBDO Sydney)
Production: Denise Mckeon (Tv) (Clemenger BBDO Sydney)
Production: Rebecca Smith (Digital) (Clemenger BBDO Sydney)
Media placement: TV 1X30"/ 2X15" (30" - Ran In Cinema) - Free To Air TV & Foxtel - 1 May 2009
Media placement: Outdoor 4x Executions (Large & Small Format) - NSW & VIC - 1 May 2009
Media placement: Press 7x Executions (Small Space) - CSA - 1 May 2009
Media placement: Radio 1x30" / 2x15" - Today FM (104.1) - 1 May 2009
Media placement: Journal - 1x Per State Library - 1 May 2009
Media placement: Direct Mail - Nationwide - 5 May 2009
Media placement: Online Banners 3x Executions - 9MSN & Yahoo - 1 May 2009
Media placement: Exhibitions - NSW State Library - 29 May 2009

Describe the brief/objective of the direct campaign.
St Vincent de Paul is a grassroots organisation that provides a support network for the homeless. But talk of homelessness has become cheap. Personal realities too often concealed behind a cloud of needy rhetoric and charity advertising conventions. St Vincent de Paul needed a campaign that cut through this rhetoric to provoke a heartfelt response from both existing and new donors.

Explain why the creative execution was relevant to the product or service.
This campaign brought to life St Vincent de Paul’s core value of ‘giving a voice to the voiceless’ in a very real and emotive way, that avoided the category conventions. It was also executed in so many unexpected, non-traditional touch points that it really cut through the clutter and provoked a very heartfelt and generous response from both existing and new donors. Most importantly it exceeded the national by 20% and raised more money than ever before.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Rather than create advertising that spoke for the homeless, Vinnies gave them the chance to speak for themselves. The result was the collaborative journal ‘Today I am’. Each page is a diary entry created by a homeless person. These pages became the direct marketing, print, posters, a national exhibition and a permanent part of all 6 Australian state library collections. The clear aim of this campaign was to raise more money than any of Vinnies previous winter campaigns.

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.
Despite ongoing reports this season of a significant downturn in the not-for-profit sector and general negative effect on charities thanks to the economic crisis, we have more than delivered on the campaign objective. With the economic climate so bleak, and Australians so much more conscious of their financial outgoings, the campaign still touched people’s hearts and they dug deep. We have exceeded the national target by 20% so far and raised more than ever before.