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USED
DIGITAS, New York / JAZZ MUSICIANS EMERGENCY FUND / 2004
Awards:
Overview
Credits
Overview
BriefExplanation
The Jazz Musicians’ Emergency Fund (JMEF) is the only organization dedicated to helping elderly jazz artists who are in desperate need of financial assistance. Many of these great musicians have been cheated out of royalties. The JMEF asked us to create a campaign that:1. raised awareness of both the plight of the musicians and the existence of an organization to help2. encouraged people to donate to the Fund.
CampaignDescription
We took our plea directly to our target (jazz music fans) where they would be most likely to be touched by our message (in music stores). We created CDs that looked like classic Blue Note records and placed them alongside real used CDs in record stores, under the heading “Jazz Musicians: Used”. The copy on the free CDs told our story and the CD ROM inside included a Flash animation that sent people to a site where they could donate money.
Outcome
This guerilla execution was part of a campaign that:-Raised tens of thousands of dollars from both individuals and corporations-Provided the funds to help over 10 musicians a day-Helped 150 musicians with money to pay for housing-We are currently in negotiations with a national record chain to put the CDs in all of their stores.
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