HOW CHARITIES BECAME DONORS
| Title | HOW CHARITIES BECAME DONORS |
| Brand | FREE A GIRL |
| Product/Service | CHARITY |
| Category |
B04. 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 |
| 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 |
| Coen Weesjes |
Tbwa\neboko |
Designer |
The Campaign
Child prostitution is a worldwide problem. In India alone, 1,2 million girls are locked up and abused daily. The nightmare these girls face is unimaginable.
Free a Girl is a Dutch organisation with a new and effective approach. We infiltrate brothels with rescue teams to free the girls. We also take responsibility to fully rehabilitate the girls.
We are a small charity depending on donations. But in the Netherlands people mainly donate to the big well known charities whom they trust. Charities with larger advertising budgets. Free a Girl could afford just one print ad...So how could we reach as many people as possible? Well, in the Netherlands we have a saying: “If you’re not big, be smart”. We approached those larger charities and asked them: ‘Can you donate to our cause?’ …the very question they had been asking for years but had never been asked back! Of course we could’t expect them to give us their donors money. But they could give us their very recognisable brand identity for one day. And they did.
They donated their names and logo’s through all their media. Print, social media, billboards, even their ambassadors in online video's and radio’s. They redirected their websites that day, tweeted and posted. PR and media accounted for more than 15 million impressions (in a country of 17 million). Free a Girl was everywhere. That’s how more than 30 charities set aside their own cause for one day and fought child prostitution together.
The Brief
Create awareness for Free a Girl and reach as many people as possible with our message. Create familiarity and trust for Free a Girl and their important mission to fight child prostitution. (With budget for only one print ad.)
Execution
We approached those larger charities and asked them: ‘Can you donate to our cause?’ …the very question they had been asking for years but had never been asked back!
Of course we could’t expect them to give us their donors money. But they could give us their very recognisable brand identity for one day. And they did.
They donated their names and logo’s through all their media. Print, social media, billboards, even their ambassadors in pre-rolls and radio’s. They redirected their websites that day, tweeted and posted. PR and media accounted for more than 15 million impressions (in a country of 17 million). Free a Girl was everywhere. That’s how more than 30 charities set aside their own cause for one day and fought child prostitution together. That day, the 28th of May 2015, good causes in the Netherlands were more than good, they were great together.
Media impressions : More than 15 million. In a country with a total population of 17 million people that is extremely high awareness. 15 227 254 impressions to be exact.
This was attained with budget for only one print ad. So , highly effective.
The Strategy
Ask larger charities with larger budgets and larger crowds to raise awareness for us. Even if only for one day!
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 child prostitution.
They shared these ads across all their media they usually use to reach their donors.
We bundled all the 'donated' media on one day, the 28th of May 2015, to create a burst and buzz.