- Kategorier:
- 2012
- Reklamskolor
- WaterAid
- Hyper Island
- Kampanjens namn
- Water For All
- Kategori
- Reklamskolor
- Företag
- WaterAid
- Företag(inhouse)/byrå/
reklamskola - Hyper Island
- Projektledare
- Pernille Ravn
- Copywriter
- Pernille Ravn
- Original/formgivare
- Josefine Gustafsson
- Art Director
- Moira Ganley
- Produktionsledare
- Josefine Gustafsson
- Övriga
Doing laundry is universal. Access to water is not.
A T-shirt with a slightly enlarged wash tag. The traditional wash tag symbols are replaced with symbols of how it is to do laundry in countries without access to water. The tag and symbols are created as a part of the postcard design as well. Both pieces are sent out to the target audience encouraging them to log onto www.wateraid.com.
Prior to developing a creative solution we have taken following into consideration:
The gap between men and women doing household tasks in Sweden is narrowing. Women still do more household chores, but the average Swedish woman spends four hours a day doing housework, and men three hours and 15 minutes (Statistiska Centralbyrån, 2011). The work at home is however, still very divided. Men spend 50 % of their time doing chores like mowing the lawn and walking the dog, and women spend 50 % of their time on cleaning, cooking and doing laundry.
According to The World Giving Index (2011), Sweden is scoring relatively low compared to its Nordic neighbours. Although scoring a 7.5 out of 10 in well being, Sweden had a 39 percent ranking in the index score. According to the index, 54 percent of Swedes gave money, 11 percent gave time and 52 percent helped a stranger.
The Woman’s Give study from 2012 shows that women donate more than men in most countries around the world. The same study also shows that women tend to demonstrate pro-social behavior and for example show more empathetic responses than men in social psychology experiments.
In particular, laundry itself is a very respected household task in Sweden. Many families have their own laundry facilities, and many families share a mutual laundry space in the basement of their house. Booking times, rules and cleanliness of the laundry area are adhered to and the process and facilities are taken for granted. What if we didn’t have the opportunity to access clean water or wash in this way any longer? Laundry is a frequent household task that men and especially women can relate to.
The follwing insights based on research and our own discussions has been the fundament of our solution:
- Women support charities more than men
- Women react better to things they can relate to
- For women in Sweden cleanliness of themselves, their families and their clothing is a high priority and neccesity
- WaterAid is not well known in Sweden
The aim is to raise awareness of WaterAid Sverige, since today this charity is not as well known as in other parts of the world. We also aim to gain 1000 monthly donors of at least 50 SEK per month.
The T-shirt will be sent out in a small volume targeting women between 28 and 50 with families in the larger cities of Sweden. These women are all donating or have been donating to charities. They are confident with digital media and use Facebook and or Twitter at least once a day. They are interested in culture, media and design.
The secondary audience is women between 25 and 60 all over Sweden. Amongst these, we will send postcards to the ones that are already interested in charity.
Based on our research, people tend to donate more before and during the christmas period. Therefore we will launch our billboards and posters aswell as the website on the friday (30th of November) before the 1st of advent. The DM-package and postcards will arrive the friday after (7th of December).
With the washtag we are trying to evoke an emotion with the reciever instead of pushing a message. In order to have someone donate monthly instead of a one time payment, it is important to create an association the prospect donor can relate to. From our research we know that women are still doing the majority of household tasks involving water in Swedish homes and this has been our fundamental insight. Although a more difficult laundry process is not the worst result of the lack of water (compared to for example personal hygeine), women tend to respond better to things they can relate directly to. Laundry is a household task that is often felt as a burden for women. It takes time to organise it, and to get it done, but it is always done as it is a neccesity to wear hygenic, clean clothing. Women will relate to the laundry symbols we have used, recognise that clean water is needed in order to do laundry worldwide - and this connection will have a powerful effect on the target audience.
Sending out the t-shirt to the primary target audience will generate traffic to the website and social media buzz. Being that the t-shirt is more of a gift rather than push advertising sending out more information, we expect 80% of the recievers to interact with WaterAid afterwards. This being either looking it up or going directly to the website. Being that the recievers are used to using social media and interested in media and design, we expect at least 30 % of them to share either the website or a picture of the washtag/t-shirt. Since our target audience are frequent users of social media, they have a decent amount of friends/followers (expected amount is between 300 and 800) which means that them sharing it will result in even more traffic to the website.
Besides sending the t-shirt to a selected target audience, it will be sent to various media as well. This will create basis for a PR story.
The DM elements will be transferred to the digital platforms in order for the campaign to be integrated. The main strategic element on the landing page, is the fact that the visitors through short videos will be invited into the stories behind the symbols on the washtag. This way they will get insight into the meaning of the symbols and understand, exactly how much a difference access to water makes.
The postcards are sent and addressed directly to the targeted audience; eg: “Dear Sara...” followed with a personal letter from January Eliasson, Water Aid’s CEO. The personal letter includes a personal appeal for monthly donations and some information about WaterAid, what they do and where to find them online. The image used on the front of the postcards is an image of the wash tag.
On the website we will also implement a static donate function that will be visible on all tabs on the site. It is located in the sidebar on the right and will allow the users to donate instantly. After having donated, people are able to share that they are supporting WaterAid on their social media. This will help increase the awareness of WaterAid.
Since WaterAid is not well known in Sweden, we need to measure the effect of the campaign in order to see, which elements are working with the target audience. To do this, we are looking at different methods:
1. SOCIAL MEDIA MONITORING
Since we are focusing on the ‘shareability’ in the DM pieces, WaterAid needs to invest in some social media monitoring throughout the campaign period. Preferebly you should look at increasing number of likes, the response percentage in your posts (pictures and updates), links to your facebook page (mentions), mentions on twitter (especially since mentions are limited to view back in time), mentions on blogs, tags on blogs and usage of your editorial content online (both blogs and other online media). This could also be done using a tool like ‘Topsy’, but we recommend hiring someone inhouse or an external expert taking care of it.
2. GOOGLE SEARCH TOOLS
Google has several tools available online that visually shows data about your search results. You can for example see how many have searched for your brand in one month compared to another. Since we are expecting some of the target audience to search for WaterAid when receiving the DM before logging on to the website, this would be a great way for WaterAid to get an instant overview of their increased awareness.
3. GOOGLE ANALYTICS
We highly recommend having either google analytics or another analytics tool linked to your website in order to calculate your traffic and activity.
4. AMOUNT OF PEOPLE DONATING
The best way to see the increase in awareness and positive brand response is in the increase of amount of users. We recommend WaterAid keeping clear track of these.
5. RESPONSE TO PR
Another very important way to measure the increase in awareness is to track the PR results and the response to your mentions in the media. For example: WaterAid is mentioned on a blog and a lot of people respond to the post. This is interaction with your brand even though it is not going through your channels. This could also be a response to a mention on TV. Keeping track of these results is just as important as the ones through your own media channels. This should be done by whoever does the social media monitoring.
The campaign has some future possibilities that we would like to briefly go through.
If the T-shirt is being mentioned on social media and ‘goes viral’, there is a chance that people will request where to get a t-shirt themselves. An idea could be to start producing and selling the t-shirt online or in selected stores for a certain period. Our suggestion is to wait and see how the social media response is, but if this is as good as we expect, this could be a good investment for WaterAid in both sales and increased awareness. This is especially because the print is directly related to the logo and very recognizable.
We also recommend WaterAid to use the social media activity effectively. This could for example be to ‘Promote your Local Ambassadors’ programme in the end of the campaign. During the campaign, the social media activity will hugely increase compared to how it is now, and instead of it dying when the campaign is over, we recommend that you use this asset to keep growing.
