Fight the Monster
Category: Sales Generation; Award: SILVER
Agency: DDB New Zealand Limited
Client: Child Cancer Foundation
Agency Campaign Credits: Bridget Short, Regan Grafton, Paul Wilson, Scott Wallace, Duncan Blomfield, Paul Catmur, Heidi Tacbian, Erik Hay
Client Campaign Credits: Olivia Blaylock
Campaign Summary:
You have just one week to raise as much as you can for a charitable organisation that research says is in only 14th place for awareness.
Yet in little more than one week the Child Cancer Foundation raised over $1million dollars because they were brave enough to run an advertising campaign that provided discussion in the media and in the marketplace.
Not everyone agreed with the ‘Fight the Monster” campaign but many were prompted to open their hearts and their wallets to donate to the Foundation.
This is the story of how a young cancer sufferer, Connor Hourigan, captured the hearts of the Nation.
Campaign Objectives
The goal was to raise at least as much from the public as was raised with the award winning “Lexi” campaign the previous year.
The figure raised in 2005 was $901,000 which was in itself remarkable because of the money the Asian Tsunami had drained from the market, and this amount set the target for the Foundation’s campaign in 2006
Using a smaller promotional budget than in 2005 anything over and above $901,000 was considered a success.
Campaign Results
A powerful tug at the heart strings is a potent tool as the results for the Child Cancer Foundation’s 2006 “Fight the Monster” Appeal prove.
2005 had been a successful year with $901,000 raised. 2006 proved to be more successful again;
- Over $1million raised by public donation
- An 18% increase in revenue over the previous year
- ATL media spend was 4.5% lower than the previous year
- 600% ROI compared with 466% ROI for the year prior
- An additional 4500 new donors
There were additional benefits along the way:
A younger than usual donor base was created, primarily via the use of the new media channels – online and the website.
Strategy
The strategy was straightforward – touch their hearts and their wallets would follow. Touch their hearts with the story of a real child suffering from cancer. Touch their hearts with her plea for help in fighting the disease.
Creative Rationale
There is no sadder story in the world than a bright young child, with their future in front of them, being diagnosed with cancer. Their naivety touches you most – they just don’t understand. And a child’s boundless joy for life should never be crushed with the news they have a deadly disease/
The Child Cancer Foundation was formed to support those families facing the tragedy of a child with such a diagnosis. Working to the philosophy of “no child suffering from cancer should ever feel alone” the communication campaign was built around a child seeking help but being fobbed off by those she sought help from.
The theme of “Help fight the monster” was created. The “monster” of course being the disease. The “fight” being between the child and the disease.
Connor Hourigan, a 4 year old cancer sufferer from Carterton, became the “star” of the appeal in 2006. The communication told the story of Connor and her search for help, however along the way her please were constantly ignored or rejected. The conclusion being that the public would need to step in and help.
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