LADIES WHO... by Shackleton Spain for Action Against Hunger

LADIES WHO...

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Spain
Agency Shackleton Spain
Executive Creative Director Juan Silva
Copywriter Teresa Galante
Account Supervisor Carmen Bambó
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ACTION AGAINST HUNGER
Product/Service: CLEAN WATER AWARENESS
Agency: SHACKLETON
Date of First Appearance: Mar 22 2010 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/ladieswho
General Creative Director: Juan Nonzioli (Shackleton)
Executive Creative Director: Juan Silva (Shackleton)
Creative Director/Art Director: Victor Aguilar (Shackleton)
Creative Director/Copywriter: Nacho Guilló (Shackleton)
Digital Creative Director/Art Director: Jorge Tabanera (Shackleton)
Copywriter: Teresa Galante (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Project Manager: Gonzalo Fernandez de Cordoba (Shackleton)
Backend Programmer: Manu Pedrera (Shackleton)
HTML Programmer: Pablo Ingold (Shackleton)
General Manager: Marta Gutiérrez (Shackleton)
Account Supervisor: Carmen Bambó (Shackleton)
Account Executive: Lara Martínez (Shackleton)
Media placement: Facebook Group - Facebook - 22/03/2010

Results and Effectiveness
- In a couple of weeks the group had up to 6,500 fans, and it is still growing with an average of 150 new fans per day. - The initiative has generated debate and more than 100 positive comments. - Thanks to a special option created to collect user´s personal data, send them information about the cause and the organisation and most importantly, enrol them as donors, 2,000 people have became 'more than fans'. - So far, we have obtained 350 new Action against Hunger members thanks to this action.

Creative Execution
We built on a successful phenomenon, that's reaching top hits on social nets in Spain: the humorous groups aimed at making fun on ladies’ topics, followed by millions of fans. We wanted to redirect all the interest theses groups stir towards a new one: A group created to bring awareness on the water issue. On March 22, the World Water Day, we created the group 'Ladies who see their children die because they don´t have clean water' on Facebook. With this twist from humour and trivial towards solidarity, this initiative promoted a supportive movement, awareness about this issue and collaboration. With a minimum budget we managed to reach many people as they joined our Facebook group as fans and 'more than fans'. We achieved major recognition, awareness on the issue and a movement of solidarity that built in donors and members to help solving the world water issue as much as we can.

Insights, Strategy & the Idea
Acción Contra el Hambre (Action against Hunger) wanted to make people aware of the world water issue. 1,100 million people have no access to clean water and 4 million people die of illnesses related to water. Most people don't even know. We wanted to grab people's attention towards this issue, create a supportive movement, and get people to participate. Target audience: General public, particularly women and men between 30-45, urban and interested in NGOs.