- Kategorier:
- 2012
- Reklamskolor
- WaterAid
- Hyper Island
- Kampanjens namn
- She leaves school after her first period
- Kategori
- Reklamskolor
- Företag
- WaterAid
- Företag(inhouse)/byrå/
reklamskola - Hyper Island
- Projektledare
- Rasmus Bengtsson
- Copywriter
- Amina Kesraoui, Jonas Linder
- Original/formgivare
- Jenny Gunnarsson
- Art Director
- Nils Helmersson
- Produktionsledare
- ...
- Övriga
- Strateg: Rasmus Bengtsson
We chose an angle that would showcase more than just clean water; the fact that girls in countries without clean sanitation drop out of school, when they get their first period. All that’s needed for these girls are facilities where they can clean themselves. Instead they’re forced to drop out and stay at home.
We want show this in a way that isn’t often used in DM. So we created a concept that could show the change that the donors would actually make, an interactive mail DM campaign. When you grip the right corner and pull out the inside paper, you can see the change that you’ll make. Pulling out the paper also makes the donation form visible.
Today most of the ads for non-profit organizations are conservative when it comes to their use of tone of voice in text and pictures. They often contain images of poverty and misery to evoke feelings on the receiving end.
The target audience, for most of these ads, has been saturated with these types of messages. At this point they are practically indifferent.
Therefor we decided to go in a different direction. We want WaterAid to be the non-profit organization that dares to bring up the ugly truth, without guilt-tripping the target audience. WaterAid should point out how individuals are affected and how easy it is to make a change.
Based on our research and our choice of target audience, we decided to create a campaign, which takes the issue of lacking water to a personal level.
To really hit home with this campaign, we focused on a situation that every woman can relate to. How a girl’s first period changes her life.
She leaves school after her first period is a headline that connects to both the first period in school and a woman’s period. It highlights the realities of young girls in countries where there are no sanitation facilities, due to shortage of clean water.
It hits the target group where it hurts. Most women can relate to the horror of just having your period leak, the shame and embarrassment it causes. Imagine going through it constantly, throughout every period in your life, having nowhere to clean yourself up.
By connecting horrendously magnified real events, into something that affects our audience regularly, we feel confident that our message will be powerful.
The goal with the campaign is to generate at least 1000 donors that all give a minimum of 50 SEK each month. We want to reach this goal after 3 months from the campaign start. We also want to raise awareness of WaterAid as a charity organization that shows the need for clean water and sanitation around the world.
Women in the age group 30 - 44 years old
Salary: +250 000 SEK/year
Size of target group: A total of 120 301 women
We want WaterAid to target their marketing towards the group of people between the ages of 30-44. For this campaign we have chosen to target women in that age group, with an income of over 250.000 SEK/year.
Our research has shown that 88% of this age group is positive or very positive to non-profit organizations. 67% of these have during the period of July 2009 to January 2010 donated to non-profit organizations.
We have also seen that people are more inclined to donate to organizations that work with the well being of children, rather than general aid to fight poverty or diseases etc.
Our target group will receive one copy of our donation campaign ad. It is a onetime send out that can occur during the time period of August - May, between the dates of 25/8-30/5. There should only be one date picked for the send out so that the campaign will have a bigger effect. If it is spread out through this period the impact will decrease.
We make use of an addressed DM campaign that is sent out through mail. Each recipient will only receive one mail throughout the entire campaign. This is done to simplify the measuring of campaign affect and success, but also to maximize the spread of attention.
Our campaign can be sent out during the period of August - May, between the dates of 25/5-30/8. This time restriction is so that the campaign will have a bigger effect. It will also reach a big audience. Since people are likely to be away on vacation during the summer, we’ll start the campaign when the vacations are coming to an end. We don’t want our campaign to be lost in a pile of advertising that has been accumulated while the receiver has been away on vacation, since there is a big chance it will be thrown straight into the bin.
People who have recently received their salaries are more prone to donate. Therefore the campaign should be sent out the 25:th, or maximum a few days later, to maximize its effect.
Budget:
Production and printing of the direct advertising:
Amount price Total
121 000 pcs 4 SEK 484 000,00 SEK
The total technical production cost will be 484 000,00 SEK.
Following up the campaign - measuring the awareness of WaterAid
If 0,83% of our target group becomes monthly donors of 50 SEK, we will have reached our goal. Since 44% of all direct mail marketing is read by more than one person, the campaign will also reach a wider audience than our target group. Thus increasing the number of people who can be affected by the campaign.
We think the best way of measuring the campaigns success, would be by a survey through Postens usual evaluation company, TNS SIFO. Measuring how many are aware of WaterAids work and what perception they have of WaterAid.
We also want to measure how WaterAid is discussed and perceived in social media. We believe Twitter is the best tool for measuring awareness of WaterAid, because tweeters don’t hold back on their opinions about companies, good or bad. With Twitter we can find the opinions that won’t show up in a SIFO survey.
The only negative aspect with Twitter is that the users aren’t evenly distributed when it comes to age, gender and geographical location etc.
How to become a monthly donor and what will happen when you have become a registered donor.
The receiver can choose to sign up as a monthly donor either by sending in a form with their information and how much they want to donate, or by using QR-code available next to the form.
The QR-code will redirect you straight to a WaterAid sign up site where you can become a donor right away. You will fill in the same information as on the physical form.
Sources:
Gallupundersökningen 2010
http://www.frii.se/pdf/gallupundersokning2010.pdf
Calculation of target group size 2/2 2012:
http://pwp.posten.se/reklamfixaren/DR/Sidor/Urval.aspx
DR-monitorn 2011
http://www.posten.se/img/cmt/PDF/dr_monitorn_2011.pdf?csref=puff_drmonitorn_277x184.jpg_111128
