#MONEYCANCHALLENGE

ClientCHARITY FUND TABLETOCHKI
Category E06. Co-Creation & User Generated Content
Title#MONEYCANCHALLENGE
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
Anatoliy Davydov Leo Burnett Ukraine Creative Director
Vladislav Minchev Leo Burnett Ukraine Copywriter
Anna Rozum Leo Burnett Ukraine Designer
Svitlana Zagidko Leo Burnett Ukraine CEO

Background

Situation: Charity fund “Tabletochki, which helps children suffering from oncological diseases, annually conducts certain activity confined to International Children`s Day. Brief: Our task was to come up with an idea that will stimulate donations to the fund without any additional expenses on advertising. Objective: Boost the amount of donations in comparison to previous months.

Describe the strategy

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. So we needed to create a way for person to show off and preserve his image as noble, as his intensions. We were aiming at socially active citizens of big Ukrainian towns in the age of 18-40, mainly office employees. This exact audience was chosen, because of the high response rate to difference social events it usually has. We targeted both current (existing followers of Tabletochki FB page up to create momentum) and new (adopters of the flashmob) audience.

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. 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.

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.