GET A NEW PERSPECTIVE ON HISTORY by Ireland/Davenport for South African National Museum Of Military History

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Industry Museums & Libraries, Charities, Foundations, Volunteers
Media Direct marketing
Market South Africa
Agency Ireland/Davenport
Creative Director John Davenport, Philip Ireland
Art Director Natalie Urban
Copywriter James Winder
Released February 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Feb 22 2010 12:00AM
Entrant Company: IRELAND/DAVENPORT, Johannesburg, SOUTH AFRICA
Creative Director: Philip Ireland (Ireland/Davenport)
Creative Director: John Davenport (Ireland/Davenport)
Art Director: Natalie Urban (Ireland/Davenport)
Copywriter: James Winder (Ireland/Davenport)
Media placement: Direct Mail Campaign - Mail - 22/02/2010

Describe the brief/objective of the direct campaign.
In a country far removed from the reality of modern war, teachers find it difficult to quantify for their classes the futile sacrifice that the First World War represented. The strategy was to highlight the museum as an engaging and relevant learning tool to address this problem. By bringing it to the attention of history teachers, we were able to extend the reach of the piece to a much wider pool of learners - making effective use of limited resources.

Explain why the creative execution was relevant to the product or service.
The DITSONG: Museum of Military History is a facility that exists to remind people how costly and futile war can be as a way of preventing future conflicts. Strategically, our piece achieves precisely this - quantifying the loss of life experienced during World War One in a unique and immediate manner. Statistics were brought to life in an original, effective and deeply personal manner. In this way, the cost of war was brought to life for learners and the museum portrayed as an effective and engaging learning tool.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution to the brief was a unique measuring tape that measured distance, not in centimetres, but in lives. The piece was distributed amongst history teachers in the Johannesburg area, allowing us to bring the terrifying reality of the First World War to life to classes of learners. At the same time, the piece advertised the museum to teachers as an effective teaching tool that could help them to reach their classes on a much deeper and realistic level than before.

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.
Recipients of the mailer were all deeply affected on an emotional and rational level. The graphic illustration of an immense human tragedy brought home the futility of the War in a highly effective manner amongst teachers and learners alike. The museum noted a marked increase in the number of school visits and the World War One exhibit in particular. With each teacher bringing an average of sixty pupils each, attendance levels at the museum were increased by as much as 80%.