| Title | PHOTOS FOR LIFE |
| Brand | RAK'N'ROLL |
| Product/Service | CHARITY PHOTO STOCK |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
ISOBAR POLAND Warsaw, POLAND
|
|
Advertising Agency
|
ISOBAR POLAND Warsaw, POLAND
|
Credits
| 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 |
The Brief
The objective was to establish donation mechanism for Rak'n'Roll Foundation and to increase awareness of the fact that more than 60% of cancer sufferers survive.
Campaign Success
We wanted to help people who were just diagnosed with cancer, their families and friends on a psychological and financial dimension. Our aim was to create self sustained money donation mechanism, combined with clear, strong message that cancer is not a death sentence. You can fight with it successfully if you have right attitude, right amount of will. That's why we show hundreds of individual stories of patients successfully fighting the illness as a great source of inspiration.
Describe the success of the promotion with both client and consumer including some quantifiable results
>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.
Explain why the method of promotion was most relevant to the product or service
At the heart of this concept is donation mechanism based on a e-commerce website. Users can see stock photos featuring cancer patients, 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). Ate the same time visitors can read hundreds of stories behind those pictures to get inspired.