SCORING A GOAL by Geller Nessis Leo Burnett for Juvenile Diabetes Research Foundation

SCORING A GOAL

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Israel
Agency Geller Nessis Leo Burnett
Creative Director Ravid Kuperberg
Art Director Noga Kara
Copywriter Avishay Friedler
Account Supervisor Shai Verner
Released January 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: JUVENILE DIABETES RESEARCH FOUNDATION
Product/Service: FUNDRAISING DAY
Agency: PUBLICIS GELLER NESSIS
Date of First Appearance: Jan 30 2010 12:00AM
Entrant Company: PUBLICIS GELLER NESSIS, Ramat Gan, ISRAEL
Cheif Creative Officer: Rony Schneider (Publicis Israel)
Cheif Creative Officer: Keren Kay (Publicis Geller Nessis)
Creative Director: Ravid Kuperberg (Publicis Geller Nessis)
Art Director: Noga Kara (Publicis Geller Nessis)
Copywriter: Avishay Friedler (Publicis Geller Nessis)
Account Supervisor: Shai Verner (Publicis Geller Nessis)
Account Manager: Michal Naaman (Publicis Geller Nessis)
Media placement: Ambient - Soccer Jerseys Worn By Premier League Teams During Weekend Games - 30/01/2010
Media placement: Ambient - Soccer Jerseys Worn By Premier League Teams At The Main Match. - 01/02/2010

Results and Effectiveness
Our Results: • An immeasurable increase in free media which was nonexistent last year; more than 40 items on TV, Internet and newspapers. • Extensive free visibility on primetime media • An increase of 150% in text messages with contributions compared to last year. • A total contribution sum that has never been attained before. • Thousands of children feeling supported by superstars they admire.

Creative Execution
Our Execution: On the 30/01/2010 all players for all teams at all games in Israel's premier league took the field with the same number on their jerseys, the number 12. Announcers on the field, TV broadcasters for all the games and articles in major newspapers and websites explained what the number meant. • We agreed on the cooperation and the nature of the activity with the Israeli Football Association. • We informed all the football clubs on the anticipated activities. • A few days before the league games, news articles relating to the anticipated activity were published. • During TV broadcasts of the games, we instructed the broadcaster to explain about the disease and encourage viewers to make a contribution.

Insights, Strategy & the Idea
Our Goal: To develop an activity that will increase fundraising for children with juvenile diabetes and raise awareness beyond traditional media boundaries. Our Idea: To highlight the number 12 which is the number of times children with juvenile diabetes pierce themselves with a needle everyday in order to stay alive.