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Send a Singer

Crisis

Issue 6 | July 2008

Agency

WWAV Rapp Collins

Creative Team

Robert Prangle, Jon Owens

Production Team

Ralph Barnet - Photograper;Joesph De Haan - Photographer;John Whitehead - TV;Megan Ying - Studio;Adrian Waterman - Studio

Other Credits

Emma Creen, Francesca Holmes - Account Team;Paul Wilson - Digital

Date

October - December 2007

Background

The campaign had to promote Crisis and their work with homeless people, get people to donate their Christmas card budget and help raise over £1 million for the charity.

Idea

The agency decided to create a video e-card. Deciding to form a choir with members (homeless people) of Crisis, they recorded them performing three well-known Christmas carols. This footage became the focal point of the e-card. The e-card was then promoted through press adverts and video banners, the initial campaign showing one of the carol singers jumping out of a gift box and asking the viewer to ‘Send a Singer this Christmas’. Later press adverts used stills of the choir taken at the shoot.

The users were then directed towards the Send a Singer website where they could find out more about the idea, personalise their company e-card and donate their Christmas card budget to Crisis. Finally they received their finished e-card, complete with company logo, to forward on to their clients and colleagues. www.sendasinger.com

Results

The campaign was incredibly well received. Over one hundred companies took up the challenge and donated their Christmas card budget. The campaign ended with a double-page spread in the Financial Times, thanking those companies who helped Crisis reach their £1 million target.

Target Audience

FTSE 500 companies

Our Thoughts

Admittedly it doesn't look great but this is a rarity. A potential award-winning charity idea that was not created to win awards but to actually help people. It was meticulously planned and executed. The choir was carefully chosen and rehearsed. The agency doggedly tracked down potential donors and they even got those hard-nosed buggers at the Financial Times to give them free space. SH

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