Direct > Product/Service
TURN TO LIVE
PAGES BBDO, Santo Domingo / GRUPO RAMOS / 2006
Overview
Credits
Overview
ClientBriefOrObjective
Raise money for a program that brings doctors from abroad to perform heart surgery on poor children. In 2004, only 70 out of the 600 children in the wait-list were able to have it done. We had an extremely low budget of DOP$17,000 (around USD$600) for the whole campaign.
Outcome
Only 4 days after implementation more than DOP$2,000,000 (USD$62,500) were raised. Amount that was surpassed in the latter months.In 2005 more than twice the amount of children were able to receive the operation.
Solution
2x2 inch pictures of the wait-listed children were inserted in banking statements, a turn ticket was stapled to the upper part of the picture. Ex: "Turn 70 to live". The ticket's number was the actual position of the child within the wait list. In the backside, you would find a message from the child's parent.The ticket read: "Turn 70 to live". Where the number was the child's place in the waiting list.The backside read: "Thank you for giving him back his beautiful smile. His heart beats stronger today and so does mine. - His mum.600 children await for heart surgery. Help them.
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