Category: Charities
Advertiser: SABIN VACCINE CHARITY
Product/Service: CHARITY
Agency: WUNDERMAN
Executive Creative Director: David Harris (Wunderman)
Copywriter: Sophie Clark (Wunderman)
Art Director: Fiona Clark (Wunderman)
Project Manager: Natalie Woodley (Wunderman)
Head Of Design: Kevan Ansell (Wunderman)
Senior Designer: Ian Saunders (Wunderman)
Senior Designer: Ana Brun (Wunderman)
Designer: Alessia Federici (Wunderman)
Media placement: Launch Film - END7's Official YouTube Page And Facebook Page - 1 January 2012
Describe the brief/objective of the direct campaign.
END7 is a brand new charity on a mission to control 7 NTDs (Neglected Tropical Diseases) by 2020.
Over half a billion children in the developing world suffer from these parasites – however, most people have never heard of them.
Their effects are shocking. They cause disabilities, deformities and even death. But what’s just as shocking is how easy it is to end this suffering for good.
Our brief was to create a standout launch film to be played at major world health conferences and online to raise awareness, raise donations and raise the cause on governments’ agendas.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People respond to cute puppies and pandas – we had parasitic worms to work with. These worms and the effects they have on people’s bodies are visually repulsive.
We knew that to engage people we couldn’t use shock tactics so we created an animation to tell a complex story in a simple and charming way that wouldn’t turn people off.
The film drives to the Facebook page where people can find more information, ‘like’ the page and make a donation.
Our main aims were to get ‘likes’ and views and public donations whilst ultimately increasing funding from pharmaceuticals, governments and organisations.
Explain why the creative execution was relevant to the product or service.
The big difference with this charity is that there is an actual end in sight. END7 knows that with enough support they can eliminate all 7 diseases by 2020.
This is why the creative had to be optimistic. We felt that animation was the perfect way to achieve this. The distinct stencil style was chosen to achieve standout amongst all the other charity ads that often show shocking reporting footage.
The warm animation, the memorable feel-good music and a rousing call to action from Bill Nighy were the perfect combination to motivate people to get on board.
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.
Since January 2012, the US and UK versions of the film have received over 6,500 views and have led to 1,100 new Facebook fans. To date we have received enough public donations to treat and protect 8,255 children for a whole year from all 7 diseases.
Additionally, since the launch – and as part of an ongoing collaboration with other charities campaigning for the elimination of NTDs – Bill Gates has committed $340m to the cause. The US and UK governments have also increased their pledges and 13 pharmaceuticals have increased their medical donations by up to 10 times.