Support Scent
Issue 16 | September 2010
Agency
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Creative Team
Executive Creative Director: Ant Keogh; Creative Directors: Damian Royce; Creative Team: Tom Martin, Julian Schreiber
Production Team
Agency Producer/Project Manager: Sevda Cemo; Print Producer: Mary Darzi; Interactive Producer: Sam Hodgson; Strategic Planner: Mike Hyde; Project Manager: Jo Currie; Designer: Beci Orpin
Other Credits
Account Management: Nici Henningson
Date
2010
Background
Other charities show support and raise money by selling ribbons and wristbands. But how can you let blind people know you support them? By creating a unisex fragrance people could buy and spray on themselves.
Idea
Support Scent was a fragrance created with the help of KIT Cosmetics, who donated their expertise to formulate, package and bring it to market, selling for $5 a time through MYER, Australia’s largest department store chain, other cosmetics stores and online. All proceeds go to Guide Dogs Australia.
After 18 months development, 'scented' letters went out to the blind community to ensure they would recognise it.
There was then a public launch, via events and advertising, across many media.
Results
The original objective to get a 12% increase in funding has been achieved, and some. Post-launch tracking has shown fundraising lifted 33% when Support Scent launched. 47% of people find the project makes the charity now more relevant to them. 79% of people exposed to the idea now want to more actively support the cause (for women alone, it is 85%).