Category: Charities
Advertiser: ELIYA ASSOCIATION
Product/Service: ADVANCEMENT OF BLIND AND VISUALLY IMPAIRED CHILDREN
Agency: DRAFTFCB + SHIMONI FINKELSTEIN BARKI
Executive Creative Director: Kobi Barki (Draftfcb + Shimoni Finkelstein Barki)
Creative Director: Kobi Barki (Draftfcb + Shimoni Finkelstein Barki)
Copywriter: Kobi Barki/Tomer Ciubotaru (Draftfcb + Shimoni Finkelstein Barki)
Art Director: Kobi Barki/Tomer Ciubotaru (Draftfcb + Shimoni Finkelstein Barki)
Group Account Director: Yosefa Galante (Draftfcb + Shimoni Finkelstein Barki)
Producer: Eti Naaman (Draftfcb + Shimoni Finkelstein Barki)
Producer: Sasi Bar/Shiran Bar (Bunker Production And Post)
Director: Omer Bublil
Cameraman: Amnon Haas
Sound Design/Arrangement: (Siganl Sound)
Media placement: TV Campaign - National Geographic Channel - 22 April 2012
Media placement: Radio Campaign - Shapa Network - 22 April 2012
Media placement: Newsletter - ELIYA's Donors - 22 April 2012
Describe the brief/objective of the direct campaign.
Eliya is an Israeli charity providing preschool education for blind and visually impaired children. Celebrating 30 years of work, they wanted to develop a new corporate identity, drive donations and promote their annual fund-raising event.
We targeted 2 audiences:
Primary target audience: Existing donors who received the films with our invitation to the fund-raising event.
Secondary target audience: General public.
The strategy: 250 children. 250 logos.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invited the 250 blind and visually impaired kids attending Eliya's preschools to create their new identity by telling us how they imagined their ideal logo. Using words and facial expressions, they described numerous imaginary logos – each with unique colours, texture and form. We filmed and recorded these children describing their logo design. These 'logo stories' became the charity’s new corporate identity and were broadcast on TV, played on the radio and mailed in order to boost fund-raising among donors. Based on previous years' fund-raising events, we expected to sell 25% of the tickets in the first 2 weeks.
Explain why the creative execution was relevant to the product or service.
Our creative solution challenged the rules of a corporate design - not for the sake of being provocative, but because we were realised the insensitivity and absurdity of creating a 'regular' logo for an organisation representing the blind.
This involved breaking 2 cardinal rules: our logo would not be visual in the traditional sense and there would more than one logo.
The sub-text to donors was clear: Eliya empowers its children to see beyond their sight disability.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within 1 week, Eliya sold 400 tickets to its annual fundraiser (50% of the total tickets). The new identity received enthusiastic feedback from inside and outside the visually impaired community.