The Oak Tree Foundation Promo, Case study LIVE BELOW THE LINE by Ngen, OMD Sydney

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LIVE BELOW THE LINE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Australia
Agency Ngen
Agency OMD Sydney
Director Linda Wong
Released July 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: THE OAK TREE FOUNDATION
Product/Service: GLOBAL POVERTY AWARENESS
Date of First Appearance: Jul 28 2010
Entrant Company: NGEN, Sydney, AUSTRALIA
Entry URL: http://www.livebelowtheline.com/
Strategist: Naomi Buck (OMD)
Planner: David Spasovic (Ikon Communications)
General Manager: Nick Allardice (The Oaktree Foundation)
Digital Account Manager: Erin Hardaker (OMD)
Program Manager: Xiao Houghton (nGen)
Project Coordinator: Lauren Corben (nGen)
Director: Linda Wong (Media Federation of Australia)
Media placement: EDMs - Email - 28 July 2010
Media placement: Digital (Blog) - NGen Website - 28 July 2010
Media placement: Digital (Blog) - Oaktree Foundation Website - 28 July 2010
Media placement: Digital (Blog) - Live Below The Line Website - 28 July 2010
Media placement: Digital Banners - Various Sites - 28 July 2010
Media placement: Website - Www.livebelowtheline,com - 28 July 2010
Media placement: Print - AdNews Magazine - 9 August 2010
Media placement: Office Advertising - Digital Screens - 28 July 2010

Insights, Strategy & the Idea
It is estimated that there are 1.4 billion people living in extreme poverty around the world. A somber reality that members of an Australian youth based media industry/non-profit organisation wanted to help change. The objective was to understand the hardships of what it’s like to live in extreme poverty, whilst also raising critical awareness of the issue.
The Oaktree Foundation is an Australian based charity whose mission is to eliminate extreme poverty by changing the perspectives of privileged people in order to 'change the world'. In support of The Oaktree Foundation, the youth of the Australian media industry set out to raise awareness by taking a brave leap away from their culinary comforts and urging media owners to support their efforts. Instead of donating cash, they asked for something much more valuable, free media space; which in turn would be used to build further awareness of Oaktree's mission.


The Oaktree Foundation is an Australian based charity whose mission is to eliminate extreme poverty by changing the perspectives of privileged people in order to ‘change the world’.

To support the Oaktree Foundation, the youth of Australian media wanted to raise awareness of the issue by making the media industry live below the poverty line and instead of cash sponsorship, various media owners in Australia would provide free media space, which in turn would be used to build further awareness of Oaktree’s mission.

Creative Execution
Staff from various Australian media agencies were invited to take part in a challenge to 'Live
Below the Line' and experience what it’s like to live in extreme poverty.
In order to take part, individuals had to feed themselves on a budget of $2 per day for 5 days.
Participants across competing agencies put differences aside and divided into teams. They were asked to gain sponsorship from different media owners, not in the usual form of dollars but instead ask for much needed media space.
Each team had individual online ‘donate’ pages where media owners could make their
pledge of support. This became a platform to encourage other competing media owners to match or beat the donations. Updates were broadcast across all agencies on a daily basis, through both internal communication and cross industry publications, fuelling the challenge even further.
It was the talk of the industry.

Results and Effectiveness
Two weeks prior to the challenge, media agencies and media owners were informed of the initiative. 75 participants actively took part in the challenge, including 2 managing partners and each participant had the support of their respective agency and the industry at large!
Over 60 pledges were made in two weeks equating close to $900,000 worth of media space. Each participant experienced what it was like to live in extreme poverty, whilst raising much needed media inventory for Oaktree to use to further build awareness beyond the media industry. We even got a call of support from the Australian parliament!