Try Living the Life of a Landmine Victim
Unicef New Zealand
Issue 3 | July 2008
Agency
Clemenger BBDO Direct
Creative Team
Jim Thomas - Creative Director;Jim Thomas - Copywriter;Marc Chetcuti - Art Director
Production Team
Scott McMillan
Date
Throughout 2006
Background
Unicef’s regular donor base had so far only ever received classic charity mailers printed on rough stock, with black and white shots of maimed victims. Response was always by filling in a donation form and sending a cheque. Unicef wanted to send them something ‘a bit different’. The test was to see if the donors would respond to other media than flat mail and use the website to make a credit card donation and to test the level of donation.
Idea
Clemenger BBDO Direct’s idea was to show what life was like for a landmine victim. The one-armed T-shirt literally demonstrated to the wearer how hard life became after an explosion took away a limb.
Results
Both the number who responded and the average size of their donation was greater than the response rates for a traditional flat mail pack.
Target Audience
Middle- to older-aged women. Classic donors. They would have disposable income, most likely be mothers, so have sympathy with the plight of children across the world. They would be used to receiving direct mail from charities, but this would be very formulaic.
Size
About 500
Our Thoughts
Caitlin and I disagreed on this. She reckoned she’d seen it before. I reckoned she’d seen a pair of trousers with one leg missing. This makes the point that people don’t just tread on landmines, they pick them up too.