Canteen Nz Promo, Case study YOU CAN by Saatchi & Saatchi Sydney

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Industry Against Cancer
Media Promo & PR, Case study
Market Australia
Agency Saatchi & Saatchi Sydney
Director Matt Palmer
Executive Creative Director Steve Back, Deputy Creative Director
Creative Director Dave Bowman
Art Director Justin Carew
Copywriter Iggy Rodriguez
Designer Samuel Byrnes
Producer Jeremy De Villiers, Kate Sawyer
Illustrator Mel Stringer
Editor Henry Gaunt
Released March 2010

Credits & Description

Category: Best Use of Cinema
Date of First Appearance: Mar 14 2010 12:00AM
Entry URL:
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Copywriter: Iggy Rodriguez (Saatchi & Saatchi)
Art Director: Justin Carew (Saatchi & Saatchi)
TV Producer: Kate Whitfield (Saatchi & Saatchi)
Account Director: Josie Dadd (Saatchi & Saatchi)
Account Manager: A J Kwong (Saatchi & Saatchi)
Producer: Jeremy De Villiers (Saatchi & Saatchi)
Art Buyer: Skye Houghton (Saatchi & Saatchi)
Illustrator: Mel Stringer
Designer: Samuel Byrnes (Saatchi & Saatchi)
Editor: Henry Gaunt (Saatchi & Saatchi)
Director: Matt Palmer (Prodigy)
Producer: Kate Sawyer (Prodigy)
Media placement: Cinema - Val Morgan - 14/03/2010
Media placement: Newspaper inserts - envelope - The Australian, Sun Herald, Sunday Age, Sunday Mail, Sunday Times - 20 & 21/03/2010

Results and Effectiveness
In the first month 50,000 phones were donated and we ran out of envelopes after 3 weeks. ROI is outstanding. Each envelope cost 3 cents and yielded up to $10 return per phone making a very successful fundraising method. Projected funds raised is over AUS$15 million. Australian Government has committed to matching our $15 million enabling us to build youth cancer centres across Australia turning the statistics around for these young Australians. Total reach 8,027,319 in the first four weeks. (Hausmann Communications 20/04/10). Received $500,000 worth of free media coverage via Starcom. Total production budget of $50,000 Australian dollars.

Creative Execution
Turn something worthless, into something worthwhile. An old mobile phone, into valuable funding dollars. To stand out from other charities, we made it clear we weren’t interested in people’s money. We wanted their old mobile phones. Each mobile phone donated will be recycled and can bring in a return of up to $10. We spoke to people where they were using their mobile phones to deliver tailored messages The different channels used were Cinema, TV, radio, donation envelopes as newspaper inserts and hand outs, mobile phone packaging and start up messages, as well as in store collection boxes. Every element was tailored to encourage donations relevant to the media it was in. In particular we turned an expected cinema announcement to switch off mobile phones, into a powerful story about how an old mobile phone can save a young Australian life.

Insights, Strategy & the Idea
Objective: Change the terrible reality in Australia you have 50% more chance of dying from cancer the day you turn 16. Reason: From 16 years onwards, you’re directed to adult hospitals and receive limited treatment designed for elderly patients with the intention of only prolonging life, not saving it. The Sony Foundation pledged its support to cancer organisation CanTeen to raise funds to build specialised youth cancer centres for 16-30 year-olds that provide specialist diagnosis, treatment and follow-up support. Target audience: All Australians who have an old mobile phone. Insight: The right environment can give adolescents diagnosed with cancer optimism and hope. Strategy: Don’t ask for money like every other charity.