Direct > Use of Media
STILL HERE
OGILVYONE WORLDWIDE, London / CANCER RESEARCH / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
Our brief was about hope. Many people see cancer research as a bottomless pit. They don’t think making a donation really makes any difference. After all, they haven’t found a cure for cancer, have they?We had to demonstrate the real progress that the organisation has made, and that donating £2.00 per month to Cancer Research UK is the best way to prevent suffering and save lives.
CampaignDescription
The idea revolved around the fact that thanks to Cancer Research UK, thousands of people are still here today, who wouldn’t have survived the disease ten years ago.Featuring touching yet very real stories of survivors, the case histories demonstrated the recent developments that saved their lives while emphasising that there is still much more to be done.
The idea was flexible enough to be carried across all media, from TV to park benches, and surprising media locations were used to add an extra dimension to the ‘I shouldn’t be here’ message.
Outcome
Early results show that response rates for the TV are 25% better than cancer research’s 2004 campaign, which raised over £13 million. Areas where radio was being used saw a 23% uplift in the number of Direct Debits.Tube cards alone generated over 1,100 responses via text message in the first week (the most text messages ever received for any campaign element ever).The interactive piece reached its target after two weeks of a four week campaign. So far there has been a 192% increase in direct debit sign ups versus the same campaign period in 2004.
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