Cannes Lions

CHARITY DONATIONS INITIATIVE

LEO BURNETT, Sydney / MISSION AUSTRALIA / 2008

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Overview

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Credits

Overview

Description

Mission Australia needs increased donations, both in number and amount. Currently they are not on the radar as the charities market is fiercely competitive and a lot of people already give to one or a number of charities and getting them to give more or switch is difficult. A lack of differentiation also means that Mission Australia is just blending in. Mission Australia doesn't have a strong enough identity and many people just don't know what it is that they do.

Execution

Break through the consciousness of the Australian public and create a campaign that is memorable and moves people. To create a stronger identity for Mission Australia, it was important that the creative brought to life the brand essence: transforming lives and this was done with the powerful butterfly wings imagery. To explain to the public what Mission Australia represents, the campaign consists of five print executions that explore each of the key areas of Mission Australia, i.e. youth, homelessness, family, training and employment.

Outcome

* After appearing in the Good Weekend magazine, Mission Australia recorded highest consistent 3 days of traffic to the website this year, driven by the offline advertising campaign* A Women's Weekly insertion drove a one off donation of $3000.00. The donor advised that she had lost a homeless family member recently and after seeing the Transform advertising was inspired to make a one off donation.* MA National Manager Research and Social Policy - I just did an interview on ABC radio and the interviewer concluded with a long comment about how terrific she thought the new ad running with butterfly wings was, she was very effusive and said she was very moved and sure anyone else who saw it would be. You certainly hit the mark with her - and she's on the ABC!

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