Vacha Trust DM GALLOWS by Publicis Ambience Mumbai

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Industry Public awareness, Human Rights
Media Direct marketing
Market India
Agency Publicis Ambience Mumbai
Executive Creative Director Tushar Kadam, Sohini Dasgupta
Art Director Santosh Sonawane
Copywriter Noshir Patel
Released March 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: VACHA TRUST
Date of First Appearance: Mar 22 2011
Vice Chairman / National Creative Director: Ashish Khazanchi (Publicis Communications)
Executive Creative Director: Tushar Kadam/Sohini Dasgupta (Publicis Communications)
Senior Creative Director: Shahrukh Irani (Publicis Communications)
Art Director: Santosh Sonawane (Publicis Communications)
Copywriter: Noshir Patel (Publicis Communications)
Interactive Designer: Sunil Suryawanshi (Fingerz)
Associate Vice President: Omer Syed (Publicis Modem)
Media placement: Interactive Banner - - 22 March 2011

Describe the brief/objective of the direct campaign.

In India, there is a strong social bias against females. As a result of which, over a million baby girls die before birth every year. Surprisingly, this discrimination is as prevalent in the urban areas as it is in rural India.

Vacha Trust, an NGO for women’s rights, wanted to talk to today's opinion leaders about the magnitude of this problem and also get people to offer their support to the organization's cause.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to use the internet as our medium as it was both economical and had a wide reach. Our communication involved the use of the popular 'hangman' game as interactive banners.

The message was driven home when the player realized that the head, torso and hands formed while playing the game, strangely resembled the female symbol. Not surprisingly, the words to be guessed were related to sex-selection.

Explain why the creative execution was relevant to the product or service.
When people received the game, they merrily began to test their language skills only to realize its real message about female foeticide. The 'hangman' game drew a parallel to the grave issue in an appropriate way.

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 game created immediate impact and achieved exactly what was intended of it - to firstly, get people to acknowledge this grave problem and secondly, to support the cause in whatever which way they could.

As a result of which, the Vacha Trust saw a 200% increase in web visits. They also received a surge in enquiries related to volunteering for various camps.