FAST AID

Nepal earthquake, Yemen Famine and Refugee Crisis in Myanmar

Assignment

You’ve got two weeks to raise most of the emergency funds for those suddenly in desperate need, before it’s yesterday’s news.  And you need to raise a lot of money to make a real difference.

Action

Immediacy is key and the media is front weighted:

  • We deploy newspaper pages immediately
  • Given declining newspaper circulations, to extend campaign reach, we take over digital homepages on newspaper websites
  • On TV, peak airtime is used around the evening news

And we extend the campaign, maximising donations by:

  • Using half pages in press
  • And in TV, direct response daytime airtime, as well as smaller performance formats across programmatic platforms
Judgement

Our flexibility allows us to mobilise incredibly quickly, to plan and implement a cross media campaign – brief to launch in 12 hours is not unusual.

In total the Nepal Earthquake and Yemen Famine appeals raised a total of £87 and £28 million respectively. The Myanmar Appeal remains open.

Where directly attributable, the total media return on investment was over 4.5.