DDB and Coastguard Northern Region say its recent Donate A Fish campaign pioneered a new way to raise funds – instead of asking the donation-fatigued public for spare cash, they asked boaties for a donation much closer to their heart: their freshly caught fish.
The campaign took Coastguard’s volunteer teams to some of Auckland’s busiest marinas with ice chests, asking boaties returning from their morning fish to donate a portion of their haul.
The donation activation happened on a single Saturday with teams operating over the peak hours, interacting with the willing hundreds out enjoying the water.
By the time the Donate A Fish volunteers headed home, the coolers were packed full with snapper, tarakihi – and even the odd kingy – all of which they sold the next day at the special Coastguard fishmonger stall located in Silo Park’s Sunday produce market.
DDB chief creative officer Damon Stapleton says the campaign demonstrates how a fresh approach can counteract the well-documented effects of donor fatigue.
“There are currently 30,000 charities operating in New Zealand, which is one for every 160 people – a higher ratio than the US, UK or Canada.
“So, for charities which rely on donations from the public, like Coastguard, they need to do something that stands out while also going directly to the people that care about their cause: not just anybody walking by on their lunch break.”
Coastguard Northern Region marketing manager Georgie Smith said: “We were thrilled with how generous boaties were on the day. It’s a great new take on community fundraising, supplementing the tried-and-true with something fresh, new and with the potential to scale up each year.”
CREDITS
Client: Coastguard Northern Region
Marketing & Funding Manager: Georgie Smith
Regional Fundraising Manager: Natalie Macaulay
Agency: DDB NZ
Chief Creative Officer: Damon Stapleton
ECD: Shane Bradnick
CD: Brett Colliver
CD: Mike Felix
Creative: Amy-Rose Lynch
Creative: Elliott White
Lead Business Partner: Kate Lines
Business Manager: Arameh Bozorgi
Business Manager: Michael Doolan
Digital Director: Liz Knox
Director of Photography: Harvey Hayes
Print Producer: Julz Lane
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