CHANGE FOR HAITI by J. Walter Thompson Madrid for UNICEF (United Nations International Children’s Emergency Fund)


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Industry Charities, Foundations, Volunteers, Human Rights, Blood Donation
Media Direct marketing
Market Spain
Agency J. Walter Thompson Madrid
Creative Director Jose Luis Alberola, Chiqui Palomares, Amabel Michan
Art Director Crisitina Caballero
Account Supervisor David Alvarez
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: UNICEF
Agency: JWT
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: JWT , Madrid, SPAIN
Managing Creative Director: Miguek Bemfica (JWT Delvico)
Creative Director: Amabel Michan (JWT Delvico)
Creative Director: Jose Luis Alberola (JWT Delvico)
Creative Director: Chiqui Palomares (JWT Delvico)
Copy: Pedro Piqueras (JWT Delvico)
Art Director: Crisitina Caballero (JWT Delvico)
Account Supervisor: David Alvarez (JWT Delvico)
Agency Producer: Antonio Ortega (JWT Delvico)
Media placement: AMBIENT - VENDING MACHINE - 01.02.2010

Describe the brief/objective of the direct campaign.
Since the Haiti earthquake disaster on the 12th January, UNICEF has been working hard to attend to the basic needs of the people of Haiti; their principal need being water. The problem in Spain is that when it comes to donating money to charity many people either find it difficult to remember bank account numbers, SMS codes or they simply don't want to commit to donating to a charity over the long term. This raised the need to activate a new donation channel which would make donating to charity surprisingly simple and direct.

Explain why the creative execution was relevant to the product or service.
The channels employed for donating money haven't really changed over the years, with the result being that a large majority of the general public becomes left out. This campaign has helped UNICEF to engage people who do not donate to charity through conventional means, in a completely new way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
CREATING A NEW DONATION CHANNEL In order to get donations urgently we visited places where people are already accustomed to paying for water like, for example, vending machines. Our proposal was for people to continue doing so but with a different objective in mind. We installed a new option called 'Water for Haiti”' When you push the button you buy a bottle of water from Spain which will ultimately be drunk where it is most needed: in Haiti. The affordable price of 20 cents turned out to be the exact change left over from the purchase of a soft drink, making the donation even easier.

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.
CHANGING CONSUMER HABITS With zero investment and in just one week we managed to generate a new consumer habit; one in three people who bought a soft drink bought a bottle of water for Haiti; and half of these people had never donated to charity before in their life. Furthermore, the low price of the donation encouraged many consumers to donate money on a regular basis. This positive outcome turned a simple campaign into an ongoing donation channel that is spreading in popularity from month to month; because at the end of the day we are always going to need water.