MIRROR by Salem for DOCTORS OF HAPPINESS

MIRROR

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Brazil
Agency Salem
Art Director Flavio Takahashi
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: DOCTORS OF HAPPINESS
Product/Service: VISITS FROM PROFESSIONAL CLOWNS TO TAKE JOY TO HOSPITALISED CHILDREN
Agency: SALEM
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director / Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Mirror Producer: Raphael Nelli (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
Marketing Manager: Tatiana Ramos (Doctors Of Happiness)
Video Producer: Daniel Schiavon (Salem)
Media placement: Ambient Media - Mirror Package - Drugstores - 18 January 2010

Describe the objective of the promotion.
Doctors of Happiness is a NGO Project to take joy to hospitalised children by visits from professional clowns. Over half a million visits have already been made under the project. Clowns work in pairs visiting children one-on-one at bedside twice a week for about 6 hours a day, 48 weeks a year, at no cost to hospitals or patients. The objective of the campaign was to secure new monthly donors to the project. The target audience was women age 30 to 45, married, with young children, who would be more sensitive to the cause of the Doctors of Happiness.

Describe how the promotion developed from concept to implementation
After determining that our target audience usually go to drugstores to buy toiletries and beauty products, an ambient media action was developed at these drugstores: hanging together with the mirrors at the store, we put a bag with the Doctors of Happiness mirror with a clown’s makeup printed on it. Working from the concept of “You can also make a child smile,” when looking into the mirror, the woman saw her face perfectly framed in the painting, identifying herself with the work done by the institution. On the back of the mirror was all the information needed to donate.

Describe the success of the promotion with both client and consumer including some quantifiable results
Factoring in the support by suppliers to execute the campaign, the total campaign investment in this ambient media action was USD 500.00. Contributing to help the Doctors of Happiness, drugstores allowed the action to be conducted at their stores, at no cost whatsoever to the institution. Thanks to this campaign, 50 people became monthly donors. The average amount of each monthly donation was USD 25.00, that is, the revenue generated for the first year was USD 15,000.00. The return on investments was exceptional: 96.67%, or a return of USD 96.67 for each dollar invested.

Explain why the method of promotion was most relevant to the product or service
The originality of the idea is directly related to its simplicity. The best way of sensitising the target audience to donate and become a partner of the project was to make it feel like a member of the Doctors of Happiness team, that is, like a clown. The idea was pertinent to the institution and exclusive to the team’s work because they turn into clowns every day to make hospitalised children smile. The piece did not cost much to execute and had the support of suppliers.