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 |
| Coen Weesjes |
Tbwa\neboko |
Designer |
The Brief
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. Launch Free a Girl in the minds of donors in the Netherlands.
Strategy:
Ask larger charities with larger budgets and larger crowds to raise awareness for us. Even if only for one day!
Campaign Success
We asked other larger charities to donate to our cause for a 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 15 million media impressions (in a country of 17 million people).
30 larger charities 'donated' their names and logo’s through all their different media. Print, social media, billboards, even their ambassadors in pre-rolls and radio’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). That day, the 28th of May, 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.
Free a Girl, our client, is very grateful. They said besides the amazing results on that day it meant their credibility has increased not only with 'consumers/donors' but all parties and partners they work with.
Explain why the method of promotion was most relevant to the product or service
We needed to 'launch' Free a Girl and their important mission to fight childprostitution. But 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?