3 from 10
Issue 11 | July 2009
Agency
Ogilvy Australia
Creative Team
Creative Director: Simon Bloomfield, Copywriter: Lucas Dorrell, Art Director: Adrian McNamara
Production Team
Bruce Riley
Other Credits
Account Service: Marnie Cartwright, Scott Mcintyre
Date
January 2009
Background
CCIA is the only independent medical research institute in Australia dedicated to finding a cure for childhood cancer.
They had little money but wanted to raise awareness as well as donations.
Idea
To bring to life the unsettling fact that 3 out of 10 kids with cancer fail to survive, the agency developed a faux game of odds called ‘3 from 10’. With the look and feel of betting slips, and replacing the names of horses with pet names for kids, slips were placed in the betting sections of pubs across Sydney.
They not only made the point dramatically, they encouraged blokes to donate to a great cause instead of gambling away their money.
Results
There are no results as yet but a betting agency is already talking about collaborating on the initiative with donors able to give money through their many outlets.
Our Thoughts
This is so simple, isn’t it? But the team have pushed the idea from a simple analogy – the odds on surviving cancer aren’t that good – and placed the message in the one environment where it would be most relevant and most shocking.
I’m sure we will be criticised for having too many charity campaigns in this issue of Directory but the fact is, when there is no money, you have to think. Let this piece be an inspiration next time you have a job with a big budget and try to think.