Red Cross DM FATHER'S DAY CARDS by BWM Dentsu Melbourne

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Industry Public awareness, Charities, Foundations, Volunteers
Media Direct marketing
Market Australia
Agency BWM Dentsu Melbourne
Creative Group Head Matt Smith
Executive Creative Director Rob Belgiovane
Creative Director Rocky Ranallo
Art Director Bobbi Gassy
Copywriter Jenny Barnett
Designer James Russell, James Calpis
Producer Lex Tully, Ryan Swerdlow
Released September 2010

Credits & Description

Category: Flat Mailing
Product/Service: TRACING SERVICE
Date of First Appearance: Sep 1 2010
Executive Creative Director: Rob Belgiovane (Belgiovane Williams Mackay)
Creative Director: Rocky Ranallo (Belgiovane Williams Mackay)
Creative Group Head: Matt Smith (Belgiovane Williams Mackay)
Art Director: Bobbi Gassy (Belgiovane Williams Mackay)
Copywriter: Jenny Barnett (Belgiovane Williams Mackay)
Account Director: Bard Barber (Belgiovane Williams Mackay)
Account Manager: Tegan Kynaston (Belgiovane Williams Mackay)
Account Manager: Bryony Marks (Belgiovane Williams Mackay)
Producer: Lex Tully (Belgiovane Williams Mackay)
Producer: Ryan Swerdlow (Belgiovane Williams Mackay)
Designer: James Russell (Belgiovane Williams Mackay)
Designer: James Calpis (Belgiovane Williams Mackay)
Media placement: Direct Mail - Corporate Offices - Reception Desks - 1-September-2010

Describe the brief/objective of the direct campaign.
It’s a sad fact of life that families get separated through no fault of their own. War, famine and natural disaster are just some of reasons that families are torn apart and often it is years before they are re-united.

The Australian Red Cross Tracing Service exists to help families find each other. It is often the men of the family who are missing and this gave us the idea to use Father’s Day to raise awareness and importantly
raise funding to help them with this very difficult task.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A series of Father’s Day cards were created to drive home the message that not everyone is lucky enough to able to celebrate this special day. The Red Cross website was printed on the back of the card so that those who wanted to find out more, could.

Explain why the creative execution was relevant to the product or service.
Recreating Father’s Day cards that at first glance look like your typical card but on closer inspection show the plight of these families and tell their story inside.

The cards were distributed to corporate headquarters and sold via an honesty box system, similar to a charity lolly box, in your reception area.

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 print run of 2000 were gone in a day.