THE DEMOTIVATION LETTER

Short List
TitleTHE DEMOTIVATION LETTER
BrandINNOCENCE EN DANGER
Category A07. Not-for-profit / Charity / Government
Product/ServiceCHILDREN PROTECTION
Entrant BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
Idea Creation BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
PR BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
Production BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
Credits
Name Company Position
LAURENT NUYEN BABEL Executive Creative Director
JEAN-LAURENT PY BABEL Creative Director
CEDRIC AUZANNET BABEL Creative Director
NICOLAS DUBOIS BABEL Copywriter
KIMDARY YIN BABEL Art Director
ADRIEN MILLOT BABEL Art Director
ROMUALD KABALA BABEL Director
JEANNE HALFON BABEL Agency Producer
ORIANA BERZIG BABEL Agency Producer

Why is this work relevant for Direct?

We had to create a link with business companies, which are never the target of awareness communication about children abuses. We decided to use something they know: job offering and cover letter.

Background

Innocence In Danger is an international association for the protection of children against all types of violence, specifically sexual abuse. They wanted to reach companies and make them realize that they should be a part of the fight for child protection. Since traditional awareness campaigns didn’t have much impact on them, we had to find a new way to communicate.

Describe the creative idea (30% of vote)

We decided to not talk about abused children but about the traumatized adults - and traumatized employees – they can become. We created a character, “Julien Miraute”, embodying millions of victims, and wrote a Demotivation letter instead of a Motivation Letter (French word for Cover letter). Based on real testimonies, relating daily pains and sufferings at work as a consequence of abuses from childhood, and all the reasons why he would NOT be a good candidate, the letter has been sent to the 100 largest compagnies in France.

Describe the strategy (20% of vote)

We used traditional mailing and LinkedIn mainly. We created a listing using the public record of names and contacts from HR and management. Addressing the letters directly to them. To have a wider audience, we also pushed this content on social networks, especially LinkedIn.

Describe the execution (20% of vote)

The letter has been sent to the 100 largest compagnies in France.

List the results (30% of vote)

With 700k impressions, 3000% raise of the website traffic and 35% increase of donation in the month, we managed to create public interest around this fact, and more importantly, interest from the business world itself. 5 companies even asked to work with the association to address this issue in their walls. Famous medias, like Le Monde or Canal Plus, even contacted the association to offer free media support. All that with a budget of €4000 only, media included.