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ED. Nonprofit Campaign of the Year


Winner
Campaign Title

Buy The Sky
Client

Royal Flying Doctors Service
Agency

Red Agency

Every year The Royal Flying Doctor Service (RFDS) is the difference between life and death for thousands of people – in 2013 the service helped 295,156 people. It relies heavily on donations from the public but its donor base is ageing – 60 per cent of its supporters are over 65, with many of these living in rural areas. The charity needed to attract and engage a younger, metro-based donor (25-49) so we were tasked to find a new idea that would raise brand awareness, connect city people with this outback service and provide a sustainable fundraising platform.

The strategy focused on promoting a simple idea that would allow someone to buy a patch of virtual sky on 29 flight paths and enable people to become part of the RFDS team in a very real and tangible way. Donors were sent their own certificate with the unique coordinates of the virtual sky they had purchased. They were also given the option of receiving weekly flight alerts detailing the number of times RFDS flights had flown through their patch – provided a real and tangible way for donors to see their donation at work  – forming a value exchange.

The campaign was a success and its website achieved 40,000 plus page views, as well as 15,000 new Facebook fans and extensive media coverage.

Certificate of Excellence
Campaign Title

The Most Powerful Arm Ever Invented
Client

Save Our Sons
Agency

Red Agency

Save Our Sons is an Australian charity dedicated to raising awareness and funds for Duchenne muscular dystrophy, a rare and fatal muscle degenerative disease that affects 1 in 3,500 boys worldwide. The charity wanted to approach the Australian government, to match monies already raised ($1.75million) to fund imperative clinical trials. For this they needed to gain the support of the Australian public, but the charity and disease itself lacked national awareness. 

The Most Powerful Arm Ever Invented was created to capture public interest and support for the cause. With no budget behind the campaign, disseminating key messages about the disease and the call to action relied solely on PR. The strategy was to use Australian earned media channels to tell the story of DMD sufferers and drive people to the robot arm for immediate action.  Key media targets were identified across TV, radio, online and print, as well as parenting, lifestyle, technology and health verticals and social media.

Following the campaign, a pharmaceutical company agreed to commence clinical trials with funds raised to date, rather than waiting for the total sum required from government.