WE COLLECT MONEY FOR BOOBS, DRAGS & NEW HAIRDOS by Havas Worldwide Warsaw for RAK'N'ROLL FOUNDATION

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WE COLLECT MONEY FOR BOOBS, DRAGS & NEW HAIRDOS

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Industry Charities, Foundations, Volunteers, Against Cancer
Media Promo & PR
Market Poland
Agency Havas Worldwide Warsaw
Executive Creative Director Jacek Maciejewski
Released March 2013

Credits & Description

Advertiser: FUNDACJA RAK'N'ROLL
Agency: HAVAS WORLDWIDE
Category: Charities
Advertising campaign: WE COLLECT MONEY FOR BOOBS, DRAGS & NEW HAIRDOS
Producer Audio-Video: Magdalena Anyszewska (Dream Studios)
Head Of Production: Krzysztof Petyniak (Havas Worldwide Digital Warsaw)
Senior Art Director: Michal Warecki (Havas Engage Warsaw)
Executive Creative Director: Jacek Maciejewski (Havas Engage Warsaw)
Senior Copywriter: Magdalena Szymczak (Havas Engage Warsaw)
Associate Director: Patrycja Rzucidlo-Zajac (Havas PR Warsaw)

Implementation
To achieve the objectives, it was important to fully profit from the viral potential of the campaign based on this strong creative idea, which stressed the attention to the real needs of cancer sufferers, such as: wigs for these who have undergone chemotherapy, breast reconstruction surgeries, access to treatment, and what was equally important, to do it cost-free. What’s the most important: we didn’t want to evoke compassion and pity. We want to collect funds to aid cancer sufferers but never by means of emotional blackmail. We aroused discussion and talk about the subject in a different manner.

Client Brief Or Objective
According to Polish law, citizens can donate 1% of their annual income tax to public benefit/charity organisations. 'We’re collecting for boobs, new hairdos and drugs' is a social campaign which aims at encouraging our audience to do this and to transfer 1% of annual income tax for the benefit of the Rak’n’Roll Foundation which supports cancer sufferers in going through their condition. Campaign goals were:-obtaining funds transferred by donating 1% of taxes to the benefit of the Rak’n’Roll Foundation.-drawing the public’s opinion to the actual needs of cancer sufferers.-doing all of the above cost-free.

Outcome
- The poster placed on the Rak’n’Roll fanpage instantly went viral on Facebook and beyond. In one day the number of fans grew by about 1,000.- The campaign quickly became headline news in media with over 150 publications in press, radio, TV, internet allowing us to reach over 12 million people.- An application was made available with which picture of anyone interested appeared over the poster. The: 'we’re collecting for (…)' message gathered new supporters and become even more popular.- Action conducted for PLN 0 was executed within 1 day. It brought the Foundation 248,000 PLN in inflow from 1% of taxes.

Relevancy
The campaign’s starter and core of communication was a poster placed on Facebook. It featured two women in caps holding a cardboard sign reading 'We’re collecting for boobs, new hairdos and drugs'. The text below encouraged people to donate 1% of their income tax to cancer sufferers. Such a manner of speaking about grave illness and 'asking' for support was completely novel. We just started to say what we’re collecting for – openly and with no shame. People help if they know what the money is used for. And women suffering from cancer need it for very precise things - medicines, wigs and breast prostheses.