C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company
ISOBAR POLAND Warsaw, POLAND
Advertising Agency
ISOBAR POLAND Warsaw, POLAND
Credits
Name
Company
Position
Maciek Nowicki
Isobar Poland
Executive Creative Director
Rafał Ryś
Isobar Poland
Senior Art Director
Jan Cieślar
Isobar Poland
Senior Copywriter
Shootme
Shootme
Photographer
Shootme
Shootme
Post Production
Aleksandra Matuszewska
Isobar Poland
Account Manager
Ewa Wolska-Rzewuska
Isobar Poland
Account Manager
Bartosz Morawski
Isobar Poland
Motion Designer
Anna Caban
Isobar Poland
Motion Designer
Piotr Budek
Hypermedia
Programmer
Monika Witoń
Dentsu Aegis Network
PR Manger
Krzysztof Wasowski
Dentsu Aegis Network
PR Manager
Adam Zawiasiński
Isobar Poland
Designer
Brief Explanation
At the heart of this concept is donation mechanism based on a e-commerce website. Users can visit a website reassembles classic stock photos site, only this time featuring only cancer patients. Visitors can and buy those photos immediately, as simple donation (individual people) or as photos which can be used as any other stock photographs (for big advertisers). We based this concept on a simple insight that cancer is treated as death sentence despite the fact that more than 60% of diagnosed people survives the illness. We were convinced that the best way to convey this message was to show hundreds of individual stories of cancer sufferers successfully fighting cancer. At the same time, by employing stock photo formula we established self sustained donation mechanism.
Results and Effectiveness
>500.000 Euro of earned media, where the new view of cancer as the illness which is not the death sentence was conveyed and www.photosfor.life was communicated as the destination for patients, their families, friends and general public to read the individual stories of courage and will, and as the place where anyone can help cancer sufferers with their fight.
>15.000.000 page views
Thousands of photos sold for individuals, as their donation and for companies like Ikea, Sharp, Microsoft PZU (the biggest Polish insurer) and others
Creative Execution
As every photo in Photos for Life stock carries additional information about the stock and the idea, all commercial usage of those photos becomes also cancer awareness campaign. It's highly original and effective symbiotic relation fueled by commercial activities of our clients.
Insights, Strategy and the Idea
We aimed at turning well known stock photo format into new communication channel. Each photo from Photos for Life stock bought and used for commercial purposes - as any stock photography - carried also additional information about the idea. So we basically piggyback onto commercial activities of our clients.