Polish Humanitarian Action Promo, Case study 1 LIKE, 1 DROP by Lemon Sky J. Walter Thompson Warsaw

1 LIKE, 1 DROP

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Poland
Agency Lemon Sky J. Walter Thompson Warsaw
Art Director Michal Sek
Copywriter Radoslaw Dudzic
Producer Justyna Oracz
Photographer Filip Żołyński
Released March 2012

Credits & Description

Category: Charity and Not for Profit
Advertiser: POLISH HUMANITARIAN ACTION
Product/Service: WATER FOR SOUTH SUDAN
Agency: JWT WARSAW
Creative Director/Copywriter: Mariusz Pitura (JWT Warsaw)
Art Director: Michal Sek (JWT Warsaw)
Art Director/Designer: Agnieszka Weglarska (JWT Warsaw)
Account Executive: Mo Zhang (JWT Warsaw)
Copywriter: Radoslaw Dudzic (JWT Warsaw)
Producer: Justyna Oracz (JWT Warsaw)
Producers: Ewelina Kliszek/Marcin Meczkowski (ATM Studio)
Content Director: Ryszard Dyzio Grabowski
Musician: Glass Duo
Musician: Sinfonia Varsovia
Photographer: Filip Zolynski
Content Moderators: Boxfish/Blueberry/Arbo Interactive
Media placement: Digital - Facebook - PAH Fanpage, Youtube - 14.03.2012
Media placement: TV, Radio - TVN, TVN24, Polsat, TVP, Radio Pin, Roxy FM) - Wc 18.03.2012
Media placement: Digital - Facebook - Profiles Of Opinion Leaders - Wc 18.03.2012

Summary of the Campaign
To spread the message that in South Sudan half of its population lives without access to fresh water we used Glass Harp, an instrument made of glasses, which needs water to be tuned. That is how we underlined that sometimes every drop of water counts.

Action was meant to raise the awareness to the fact that Polish Humanitarian Action (PAH) helps people in South Sudan. We wanted to get opinion leaders and media to help PAH with this action now and in the future.

The Situation
Among many projects, the Polish Humanitarian Action has 1 focused on the dramatic situation in South Sudan, where half of its population lives without access to fresh water.
In Poland 16% people help non-government or non-profit organisations but the main problems for Poles are unemployment and crime. Problems like the lack of water somewhere in Africa are totally abstract.

The Goal
We wanted Polish Humanitarian Action to be perceived as a non-profit organisation, which helps people in different countries. (Because of the word 'Polish' in the name people do not think this is the case).

By this action we wanted to raise awareness about people in South Sudan who suffer because of a lack of water. We wanted to remind Poles that water is extremely important and there are situations and places that every drop of water counts.

We targeted our campaign to young people on Facebook, opinion leaders and to media.

The Strategy
the budget was very limited, so we decided to use Facebook as the main and only channel of communication. The main way of spreading our action was through word of mouth and PR. We invited Glass Duo, the extremely niche band to play on the Glass Harp (glasses filled with water) to make the message more relevant to young people. For the final day of the campaign (the concert) we chose The World Water Day.

Execution
1. On the official FB profile of the Polish Humanitarian Action we announced that in a week's time Glass Duo will play on am instrument tuned by Facebook fans.
2. To tune the instrument musicians need water so each new Facebook follower was 1 drop of water added to the instrument.
3. Every day we posted 1 movie, which shows how musicians are struggling to make the concert perfect (e.g. the news that the best Polish symphony orchestra joined our action, so Glass Duo has only 3 days to prepare completely new arrangement for the song).
5. The plea was answered. Thousands of people joined us on Facebook and we got massive media coverage .
6. On the World Water Day we played Sting's 'Fragile' on the Glass Harp (tuned by Facebook fans) and with the symphony orchestra.
7. During this action a sponsor was found, so in South Sudan we'll build a well.

Documented Results
1. Our action was mentioned on the biggest polish TV Stations (TVN, TVN 24, Polsat, Polish National Television) and radio (Radio PIN, ROXY FM).
Opinion leaders gave us support on their Facebook profiles (Hard Rock Warsaw, K MAG, SISTARS). Bloggers were encouraging people to join to our action (Marketing News, NGO.pl). Without investing any money we’ve received a media coverage worth thousands of Euro.
2. After 1 week the number of Polish Humanitarian Action Facebook fans grew 4 times bigger.
3. But the most important result is that because of our action a sponsor was found, so by the end of 2012 in South Sudan we will build a well.