Save The Children Promo, Case study LOST BOY by M&C Saatchi Melbourne


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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Australia
Agency M&C Saatchi Melbourne
Creative Director Steve Crawford
Released June 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Date of First Appearance: Jun 26 2009 12:00AM
Entrant Company: M&C SAATCHI, Melbourne, AUSTRALIA
Creative Director: Steve Crawford (M&C Saatchi)
Deputy Creative Director: Doogie Chapman (M&C Saatchi)
Head of Art: Murray Bransgrove (M&C Saatchi)
Media placement: Radio (Best Use Of) - Train Station Broadcast - 26/06/2009

Results and Effectiveness
Through-traffic at venues hosting the 'Make It a Thing of the Past' exhibition saw more than 1.6 million Australians come face-to-face with Save the Children, raising brand awareness from 3% to over 7%.

Creative Execution
We broadcast a custom-made radio commercial over the public address system at each venue – the first time any of them had agreed to such an idea. For unsuspecting listeners, what began as just another ‘lost person’ announcement soon revealed a far more poignant message – and directed them to exhibition.

Insights, Strategy & the Idea
With brand awareness at just 3%, Save the Children needed to share their story with as many Australians as possible. So we built them the ‘Make It a Thing of the Past’ exhibition, a portable museum that we displayed in the most high-traffic venues possible – railway stations and shopping centres across the country. Our next step was to then promote the exhibition to people already on-site at each of these large, busy locations.