HOW CHARITIES BECAME DONORS
| Title | HOW CHARITIES BECAME DONORS |
| Brand | FREE A GIRL |
| Product/Service | CHARITY |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
TBWA\NEBOKO Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
TBWA\NEBOKO Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
INTERBEST Amsterdam, THE NETHERLANDS
|
|
Media Agency 2
|
DE PERSGROEP NEDERLAND Amsterdam, THE NETHERLANDS
|
|
Media Agency 3
|
OMD Amsterdam, THE NETHERLANDS
|
Credits
| Billy Witbraad |
Tbwa\neboko |
Art Director |
| Vanessa Burgmans |
Tbwa\neboko |
Copywriter |
| Bas Engels |
Tbwa\neboko |
Creative Director |
| Helene Hoogeboom |
Tbwa\neboko |
Account Director |
| Aida Sium |
Tbwa\neboko |
Account Manager |
| Evelien Hölsken |
Free A Girl |
Client |
| Nicole Franken |
Free A Girl |
Client |
| Jantine Hendriks |
Free A Girl |
Client |
| Charlotte Mulder |
Ketchum |
PR |
| Sami Mika |
Tbwa\neboko |
Account Manager |
| Lieke Noordink |
Tbwa\neboko |
Production Manager |
| Bibian Bingen |
Tbwa\neboko |
Production Manager |
| Renate Lunenburg |
Tbwa\neboko |
Traffic Manager |
| Joost Vianen |
Tbwa\neboko |
Strategy |
| Marc Leurs |
Tbwa\neboko |
Strategy |
| Reza Harek |
Tbwa\neboko |
Designer |
| Arend Portier |
Tbwa\neboko |
Designer |
| Marrit de Jager |
Tbwa\neboko |
Designer |
| Marlyn Rapan |
Tbwa\neboko |
Designer |
| Coenweesjes |
Tbwa\neboko |
Designer |
Brief Explanation
Goal:
Awareness for Free a Girl in their fight against childprostitution. Increase familiarity & trust for Free a Girl. Reach as many people as possible with our message to fight childprostitution.
Insight: In the Netherlands, people mainly donate to the large charities they know and trust. It it near impossible for smaller, new charities (like Free a Girl) to stand out and reach people with their message. So why not ask those larger charities with larger crowds to raise awareness for us?
Results and Effectiveness
Media impressions: More than 15 million (in a country of 17 million people). 15,227,254 to be exact.
Effectiveness: This reach was attained with budget for just 1 print ad! So highly effective.
If you're wondering what we did with that one print ad: We made a thank you ad to thank all the participating good causes.
Creative Execution
We bundled all the 'donated' media on one day, the 28th of May 2015, to create a burst and buzz.
The 30 participating larger charities called for action for Free a Girl in their fight against childprostitution..through all their different media. Print, social media, billboards, megabillboards, online video's even their ambassadors in radio’s and online video's. They redirected their websites that day, tweeted and posted. This led to more than 15 million impressions (in a country of 17 million people). Also the burst made us trending topic!
Insights, Strategy and the Idea
We wanted to reach as many people as possible but mainly people who care for and donate to charities. Our main focus was the Netherlands. So we decided to ask the large charities in the Netherlands to raise awareness for us. We approached them and asked the question they themselves had been asking for years: Can you donate to our cause? They did! They donated their very recognisable names and logo's in ad's calling attention for Free a Girl and our fight against childprostitution.
They shared these ads across all their media they usually use to reach their donors.