#MONEYCANCHALLENGE

Title#MONEYCANCHALLENGE
BrandCHARITY FUND TABLETOCHKI
Category B03. Fundraising & Advocacy
Product/ServiceCHARITY DONATIONS
Entrant LEO BURNETT UKRAINE Kiev, UKRAINE
Idea Creation LEO BURNETT UKRAINE Kiev, UKRAINE
PR LEO BURNETT UKRAINE Kiev, UKRAINE
Credits
Name Company Position
Vladislav Minchev Leo Burnett Ukraine Copywriter
Anatoliy Davydov Leo Burnett Ukraine Creative Director
Svitlana Zagidko Leo Burnett Ukraine CEO
Anna Rozum Leo Burnett Ukraine Designer

Describe the strategy

We needed to create a way for person to show off and preserve his image as noble, as his intensions. We targeted both current (existing followers of Tabletochki FB page up to create momentum) and new (adopters of the flashmob) audience. We picked UGC in social networks as our main communication channel, because people tend to give their feedback there much faster than in other channels. Another reason for that was our budget limitations.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

There were no Healthcare restrictions or regulations influencing this campaign.

Describe the target audience and why your work is relevant to them. Pharma audience types:

Since our main goals ware to raise awareness about children with oncological diseases and gather enough funds to help them, we aimed at socially active citizens of big Ukrainian towns in age of 18-40, mainly office employees. They were chosen, because of their high response rate to difference social events.

Describe the creative idea

People like it when their good deeds are recognized by others. However, when it comes to charity, any public highlight of your charity activity looks like act of vanity and almost instantly will be criticized by others. At the same time, some studies show that seeing others give makes an individual more likely to give himself. With charity fund Tabletochki we presented people with #MoneyCanChallenge – an entertaining way to publicly state your social awareness without being criticized.

Describe the execution

We created concept of viral flashmob activity for users of Facebook and Instagram called #MoneyCanChallenge¹. Here is how it goes: 1) Participant picks up a bank-note, which he is ready to donate; 2) He folds it in half and combines his face with the portrait on it; 3) He makes a photo and posts it on his social network; 4) He mentions number of friends in his post, saying he will send equivalent of money from the photo the charity fund, if at least one out of them passes the challenge forward. We set off the day before International Children`s Day, starting from the employees of agency and fund, spreading it to our friends and further on.

List the results

We managed to gathered 400 000 hryvnas for fund`s needs. Though it wasn`t planned, activity kept going on and on. Bloggers, famous politicians, public personalities, small and medium businesses, even nationwide companies joined the flashmob. We received 150% donation growth in comparison to previous month. Targeted audience outreach in internet – 8 000 000 Facebook – 3 442 589 Instagram – 262 368 Sites & Blogs – 4 438 717 Articles on the case in national printed and TV media. Total coverage: 20 000 000 people.