| Title | THE MARCH FOR LIFE |
| Brand | MAGNA |
| Product/Service | FUNDRAISING FOR DEVELOPMENT PROGRAM TO BUILD MEDICAL FACILITIES IN CONGO |
| Category |
G05. Cultural Insight |
|
Entrant
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ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
|
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Idea Creation
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ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
|
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Production
|
ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
|
Credits
| Michal Belej |
Istropolitana Ogilvy |
Associate Creative Director |
| Veronika Romsauerová |
Istropolitana Ogilvy |
Strategist |
| Juraj Plánovský |
Istropolitana Ogilvy |
Strategist |
| Peter Darovec |
Istropolitana Ogilvy |
Creative Director |
| Michal Valúšek |
Istropolitana Ogilvy |
Art Director |
| Branislav Vincze |
Istropolitana Ogilvy |
Director |
| Martin Bandžák |
Istropolitana Ogilvy |
Photographer |
| Peter Lipa Jr. |
Istropolitana Ogilvy |
Music |
| Lenka Lukáčová |
Istropolitana Ogilvy |
Social Media |
| Valéria Frázová |
Istropolitana Ogilvy |
Social Media |
| Viktor Cicko |
Istropolitana Ogilvy |
Cameraman |
| Juraj Zmatek |
Istropolitana Ogilvy |
Cameraman |
Why is this work relevant for Brand Experience & Activation?
The campaign promotes fundraising for the humanitarian organisation MAGNA that provides healthcare in third world country. The campaign raised funds for operations in Congo and also showed MAGNA's activities to Slovak public.
Background
MAGNA is the Slovak humanitarian organisation that operates in third world countries and provides healthcare there. Our objective was to prepare a campaign that would raise funds for operations in Congo and communicate MAGNA's activities to Slovak public.
Describe the creative idea (20% of vote)
The March for Life is an anual event that is organised by radical religious groups that want to restrict abortions in Slovakia. We showed a journey of a real patient in Congo that marched for 4 days to MAGNA's hospital and we called it the Real March for Life to communicate MAGNA's activities in Slovak context.
Describe the strategy (20% of vote)
The target audience were people who are interested in global matters and want to contribute in change. We approached them with social topic that was debated in media at the time.
Describe the execution (30% of vote)
We shot the documentary film in Congo that was developed also into different digital formats (digital video, Youtube bumpers, social posts, images). We launched the movie with the title The Real March for Life. Afterwards, we included influencers who grabbed banners stating the support for the Real March for Life. This generated more views for the movie.
List the results (30% of vote)
MAGNA depends on regular donations that are done via SMS message. When you send an SMS according to instructions, you will make an automatic donation every month that is added to your phone bill. The number of such regular contributors rose by 28 % and the campaign generated funds in the first month that were 4x bigger than campaign's costs.
Please tell us about the cultural insight that inspired the work
The March for Life is an annual event that is organised by religious groups to ban abortions in Slovakia. The debate puts pressure on law makers and has wide media coverage. This creates tension in the society. MAGNA gave a different meaning to the term "march for life" and gave people means to save lives without opressing the rights of others.