YOU CAN by Saatchi & Saatchi Sydney for Canteen Nz

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YOU CAN

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Australia
Agency Saatchi & Saatchi Sydney
Director Matt Palmer
Executive Creative Director Steve Back, Deputy Creative Director
Creative Director Dave Bowman
Art Director Justin Carew
Copywriter Iggy Rodriguez
Designer Samuel Byrnes
Producer Kate Sawyer
Illustrator Mel Stringer
Editor Henry Gaunt
Released February 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: SONY FOUNDATION
Product/Service: SONY FOUNDATION
Agency: SAATCHI & SAATCHI AUSTRALIA
Date of First Appearance: Feb 21 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI AUSTRALIA, Sydney, AUSTRALIA
Entry URL: http://www.youcan.com.au
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Copywriter: Iggy Rodriguez (Saatchi & Saatchi)
Art Director: Justin Carew (Saatchi & Saatchi)
Agency Producer: Kate Whitfield (Saatchi & Saatchi)
Business Director: Josie Dadd (Saatchi & Saatchi)
Business Manager: AJ Kwong (Saatchi & Saatchi)
Director: Matt Palmer (Prodigy Films)
Producer: Kate Sawyer (Prodigy Films)
Producer (print): Jeremy De Villiers (Saatchi & Saatchi)
Art Buyer: Skye Houghton (Saatchi & Saatchi)
Editor: Henry Gaunt (Saatchi & Saatchi)
Illustrator: Mel Stringer
Designer: Samuel Byrnes (Saatchi & Saatchi)
Media placement: Television - Metropolitan and regional stations - 21/2/2010
Media placement: Newspaper ads - MX magazine, Sydney Morning Herald, The Age - 7/3/2010
Media placement: Radio - MCM network, 2GB/2CH, Nova, Vega - 7/3/10
Media placement: Cinema - Val Morgan - 14/3/10
Media placement: Newspaper inserts - envelopes - The Australian, Sun Herald, Sunday Age, Sunday Mail, Sunday Times - 20 & 21/3/2010
Media placement: Editorial - ACP - 21/3/2010

Describe the objective of the promotion.
The objective: Change the terrible reality that in Australia you have 50% more chance of dying from cancer the day you turn 16. The reason: From 16 years onwards, you’re directed to adult hospitals and receive limited treatment designed for elderly patients with the intention of only prolonging life, not saving it. The Sony Foundation pledged its support to cancer organisation CanTeen to raise funds to build specialised youth cancer centres for 16-30 year olds, that provide specialist diagnosis, treatment and follow-up support. Our strategy: Don’t ask for money like every other charity.

Describe how the promotion developed from concept to implementation
Turn something worthless, into something worthwhile. An old mobile phone, into valuable funding dollars. To stand out from other charities, we made it clear we weren’t interested in people’s money. The promise was simple, you donate your old mobile phones, and we’ll build specialised youth cancer centres. Every element of the campaign became a call to action to donate old mobile phones through our pre-paid envelopes or at youcan.org.au. Each mobile phone donated will be recycled, bringing in a return of up to $10 and play its individual part to helping raise money to build youth cancer centres across Australia.

Describe the success of the promotion with both client and consumer including some quantifiable results
Results have been overwhelming. In the first month we’ve received over 50,000 mobile phones and ran out of envelopes after 3 weeks. ROI is outstanding. Each envelope cost 3 cents and yielded up to $10 return per phone making a very successful fundraising method. Projected funds raised are over AUS$15 million, the Australian Government has committed to matching us on our $15 million. Total reach 8,027,319 in the first four weeks since launch. (Estimated by Hausmann Communications as at 20/04/10) We’ve received $500,000 worth of free media coverage so far. (Starcom) All with a production budget of $50,000 Australian dollars.

Explain why the method of promotion was most relevant to the product or service
The You Can campaign looked at charity fundraising in a new light and avoided the need to ask people for money. Instead we asked them to give up something they considered worthless. Their old mobile phones. This immediately distinguished us from other charities. With so many charities fighting for the charity dollar this was a very effective method of fundraising. Every element of the promotional campaign showed people a tangible result for their donation. Their old mobile phone can go towards building an actual ward where these young adults will be treated for cancer.