Chemistry Interaction has created a mobile donor engagement campaign connecting Kiwis with a series of video thank-you messages from Cancer Society staff and volunteers in celebration of Daffodil Day on Friday 28 August.
Everyone who donates $3 via text will receive a personal thank-you video on their phones from Auckland Cancer Society Research Centre director Professor Bill Denny, cancer information nurse Jan Le Lievre, oncology support volunteer Cheri MacDonald, and Dave Llewellyn, a volunteer driver and cancer survivor.
The mobile spots reinforce just how much a small donation of $3 can help to achieve, and link to a splash page asking people to become regular donors.
“For Cancer Society, this is milestone work,” says Cancer Society Auckland division fundraising manager Leanne Tiscornia. “It marks a shift in our brand persona and paves the way for the new way we plan to engage with our donors in future.”
The mobile video content is a key part of the integrated campaign created by the Westhaven integrated indie agency. This features the faces of people whose loved ones have been touched by cancer. The campaign will appear in print, digital and direct mail.
“It was a huge privilege to work on this campaign and support a fantastic cause,” said Chemistry Interaction creative director Patrick Murphy.
“Everyone knows someone who’s been affected by cancer, and we’d like to say a huge thank you to all those who pulled favours to make this happen so quickly – including Harry Moore, executive producer of Fish’n’Clips and his team, and Vicki Leopold from Reload.”
Chemistry Interaction director Mike Larmer said: “We are working closely with Cancer Society to bring new-generation smarts to the way we create sustainable donor engagement. We’re delighted to see this coming to life creatively and look forward to spreading Cancer Society’s message in other exciting ways in months to come.”
- To donate $3 to Cancer Society this Daffodil Day, text HOPE to 469
Lead client: Leanne Tiscornia
Agency: Chemistry Interaction
Strategy: Mike Larmer
Business Director: Jacqui Copas
Senior Account Manager: Marija Ewan
Creative Directors: Susan Young and Patrick Murphy
Art Directors: Avril Durkan and Kishan Chopra
Copywriters: Sarah Hart and Bronwyn Retief
Design and typography: Trudy Holland and Paolo Alinea
Executive Producer: Harry Moore (Fish’n’Clips)
Producer: Tulsi Bramley (Fish’n’Clips)
Director: Eddy Fifield (Fish’n’Clips)
DOP – Digital: Dan Ax (Fish’n’Clips)
Photographer: Vicki Leopold (Reload)
Producer: Alex Plummer (Reload)
Digital: Method Studios
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