Media > Use of Media
OPERATION HUNGER
OGILVY & MATHER ADVERTISING, Milan / ACTIONAID ITALIA ONLUS / 2014
Awards:
Overview
Credits
Overview
Effectiveness
With 0 euro spent for media buying, the holed spoon got almost 60 million people impacted by TV earned media in just one week and more than 150 articles in printed media, rising attention and sensibility on unequal distribution of food.
Just as an example, during the TV show “Ballarò” on Rai2, with 3.4 million viewers and 3 minutes dedicated to the holed spoon, ActionAid received over 10,000 SMSs of donations.
But the most beautiful number of all was the number of messages received with donations: more than 70,000 SMS amounting to 154,000€ donated to help ActionAid’s efforts to defeat hunger.
Execution
Focusing on more targeted TV shows (ie: “Ballarò” on Rai2), as well as wider audience ones (ie: “La Prova del Cuoco” or “Ballando con le stelle” both on Rai1), as well as on targeted radio stations (ie: Rai2), the team worked in defining them and in reaching authors and anchor-men/women to get involved and join the campaign, calling for their public to donate.
On the other hand TV and radio commercials showing the holed spoon and calling for donations were delivered to main National TV channels social departments, that gave room for them to be broadcasted.
Strategy
The main aim of ActionAid Italia’s “Operazione Fame” is to exploit each year the World Food Day in order to launch a fundraising and awareness campaign to help them tackle the causes of hunger.
With no media budget available, ActionAid Italia wanted to reach that wide Italian target showing sensibility to the injustice of unequal distribution of food, in order to involve them and have them donating to the cause of hunger problem.
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