Cannes Lions

FUNDRAISING DAY

PUBLICIS GELLER NESSIS, Ramat Gan / JUVENILE DIABETES RESEARCH FOUNDATION / 2010

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Overview

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Credits

Overview

Description

Our Goal:Developing an activity that will increase fundraising for children with JUVENILE DIABTESE. An activity that will raise awareness beyond traditional media boundaries.Our Idea:Highlighting the number 12 which is the number of times children with Juvenile Diabetes pierce themselves with a needle everyday in order to stay alive.On 30.1.10 in a joint venture with the Israeli Football Association, all the players at all the games in Israel's premier league took the field with the same number on their jerseys, the number 12. The announcers on the field, the TV broadcasters for all the games and articles in major newspapers and websites explained why.Our Results:• An immeasurable increase in free media which was non existent last year• Extensive free visibility on prime time media• An increase of 150% in text messages with contributions compared to last year.• A total contributions sum that has never been attained before.• Thousands of children feeling supported by superstars they admire.

Execution

On 30.1.10 all the players for all the teams at all the games in Israel's premier league took the field with the same number on their jerseys, the number 12. The announcers on the field, the TV broadcasters for all the games and articles in major newspapers and websites explained what the number meant.* We agreed on the cooperation and the nature of the activity with the Israeli Football Association* We informed all the football clubs on the anticipated activities* A few days before the league games, news articles relating to the anticipated activity were published* During TV broadcasts of the games, we instructed the broadcaster to explain about the disease and encourage viewers to make a contribution

Outcome

• An immeasurable increase in free media which was non existent last year. More than 40 items on TV, Internet and newspapers.• Extensive free visibility on prime time media• An increase of 150% in text messages with contributions compared to last year.• A total contributions sum that has never been attained before.• Thousands of children feeling supported by superstars they admire.

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