Winners & Shortlists

THE JOKE APPEAL

TitleTHE JOKE APPEAL
BrandCLIC SARGENT
Product/ServiceCLIC SARGENT
Entrant Company HAVAS WORLDWIDE LONDON, UNITED KINGDOM
Advertising Agency HAVAS WORLDWIDE LONDON, UNITED KINGDOM
Production Company ROGUE FILMS London, UNITED KINGDOM
Credits
Name Company Position
Mark Fairbanks Havas Worldwide London Executive Creative Director
Russell Schaller Havas Worldwide London Creative Director
Rory Robinson Havas Worldwide London Copywriter
Olly Fernandez Havas Worldwide London Art Director
Borja Escriva De Romani Havas Worldwide London Digital Creative Designer
Sam Myers Havas Worldwide London Agency Producer
Samuel Rattue Havas Worldwide London Account Supervisor
Sarah Robertshaw Havas Worldwide London Account Manager
Michael Olaye Havas Worldwide London Head Of Technology/Innovation
Adam Meszaros Havas Worldwide London Developer
Max Barry Havas Worldwide London Developer
Fikayo Adeyefa Havas Worldwide London Quality Assurance
Suzy Morrison Havas Worldwide London Digital Project Manager

The Campaign

One of the toughest things a young person faces when living with cancer is being ostracised. From school, from friends and in some cases from their family. They miss out on the normal stuff. The things that kids care about most. Friendship and laughter. This is one of the key areas of CLIC Sargent’s work - and why The Joke Appeal was such a fitting campaign to raise their awareness. The idea was simple. Instead of donating money or blood, we wanted jokes.

Success of the Campaign

YOUTUBE: The launch film ‘One of The Gang’ was seeded creating awareness for The Joke Appeal. CINEMA: ‘One of The Gang’ played out at UK cinemas creating further awareness for the campaign. DM: Top British comedians were sent a direct mail piece asking for their help in spreading the word and uploading jokes. TWITTER: The recruited comedians, spread funny content around The Joke Appeal via their Twitter handles. TWITTER: In a series of funny films, Addie (a young cancer survivor), appeals directly to the biggest names in comedy, via the CLIC Sargent twitter handle. PR: Top comedy websites and tabloids were approached to spread the word. TWTTER: ‘Beat the Pros’ launched pitting public jokers against the pros. EXPERIENTIAL: Roving ‘Joke Collectors’ at The Comedy Store - London and the Edinburgh Fringe Festival.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

CLIC Sargent is a UK cancer charity providing clinical, emotional and financial support for children and young people living with cancer. But they had a problem. Not many people knew who they were. In just four weeks and with zero media spend; The Joke Appeal received hundreds of jokes, thousands of tweets and an audience of 10.6 million people. The client has given the green light to roll out The Joke Appeal next summer, and for it to become an annual event in the CLIC Sargent calendar.