I AM STILL HERE by Etcetera Amsterdam for Sire (foundation For Non-commercial Advertising)

I AM STILL HERE

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Industry Public awareness
Media Promo & PR, Case study
Market Netherlands
Agency Etcetera Amsterdam
Creative Director Edward Bardoul, Raymond Van Schaik
Art Director Gido Van Der Vlies
Copywriter Stan Van Zon
Released December 2010

Credits & Description

Category: Best Use of Screens
Advertiser: SIRE
Product/Service: PUBLIC AWARENESS MESSAGE
Agency: ETCETERA
Date of First Appearance: Dec 9 2010
Entrant Company: ETCETERA, Amsterdam, THE NETHERLANDS
Entry URL: http://www.ikbenernog.nl
Creative Director: Raymond van Schaik (ETCETERA)
Art Director: Gido van der Vlies (ETCETERA)
Copywriter: Stan van Zon (ETCETERA)
Online Strategist: Roen Roomberg (ETCETERA)
Strategy Partner: Frank Huiberts (ETCETERA)
Client Service Partner: Dick van der Lecq (ETCETERA)
Senior Account Manager: Astrid Witteveen (ETCETERA)
Creative Director: Edward Bardoul (ETCETERA)
Media placement: TV Commercial - STER, RTL - 9 December 2010
Media placement: TV Show - RTL - 9 December 2010
Media placement: Radio - STER, ORN - 9 December 2010

Insights, Strategy & the Idea
Research shows that one in four people break off contact when someone they know is diagnosed with a terminal illness. An integrated campaign was developed in order to make people aware of this painful fact, and break the taboo of discussion about the issue.

Target audience:
Everyone 18+.

Insight:
Terminally ill people are assumed already dead by their social environment, before they actually are.

Relevance:
Although people at first may be offended by this conclusion, the shock effect of the insight makes them think twice about their own possible behaviour towards terminally ill people in their own social environment.

Creative Execution
Creative strategic solution:
Launching central theme of the campaign: I’M STILL HERE (.com) in different kinds of media.

The spectacular kick-off to the campaign took place during an edition of the extremely popular TV program, the Derek Ogilvie show. Derek Ogilvie is someone with a paranormal gift, and able to communicate with the deceased. During his show he makes contact between members of the audience and loved ones they have lost. To do this, he needs to check specific information from the deceased with the audience. During this broadcast, when he is checking some information, it suddenly turns out that the assumed lost friend is still alive! Nobody, except for Derek and the man in the audience, was aware of this stunt. So this painful moment was a real bombshell for everyone watching the show.

Results and Effectiveness
Results:
As a result of the campaign, a huge social discussion started on all different kinds of levels. There was an overwhelming interest from all kinds of media for the issue, online blogs took over moments after the show and started thread discussions, and special items in talkshows took place discussing the matter, resulting in people starting to think, talk and form opinions about this (anti)social behaviour.

Facts of campaign: (n=502)

Broke a taboo: 71%.
Aware of the issue: 70%.
Feel the urgency of staying in touch: 90% (+14%).