Cancer Society created a mobile donor engagement campaign via Chemistry Interaction, which connected Kiwis with a series of touching video thank you messages from Cancer Society staff and volunteers in celebration of Daffodil Day next Friday. It also created limited edition ‘Cups of Hope’ with St Pierre’s Sushi, where a donation from each cup went to the society. A TV campaign is also running, with creative by WhybinTBWA and Waitemata Films illustrating how most of us have some sort of connection to cancer.
Everyone who donates $3 via text will receive a personal thank you video on their phones from professor Bill Denny, director of the Auckland Cancer Society Research Centre, Jan Le Lievre, Cancer information nurse, Cheri MacDonald, oncology support volunteer and cancer survivor and Dave Llewellyn, volunteer driver and cancer survivor.
The spots show how much a small $3 donation can help to achieve and link to a splash page asking people to become regular donors.
“For Cancer Society, this is a milestone work. It marks the shift in our brand persona and paves the way we plan to engage with our donours in future,” says Auckland division Cancer Society fundraising manager Leanne Tiscornia.
The mobile video content is a key part of an integrated campaign created by Chemistry Interaction which features the faces of people whose loved ones have been touched by cancer. The campaign will appear in print, digital and direct mail.
Chemistry Interaction creative director Patrick Murphy says it was a huge privilege to work on the campaign and support a fantastic cause. “Everyone knows someone who’s been affected by cancer, and we’d like to say a huge thank you to all those who pulled favours to make this happen so quickly – including Harry Moore, executive producer of Fish’n’Chips and his team, and Vicki Leopold from Reload.”
Chemistry Interaction director Mike Larmer says: “We are working closely with Cancer Society to bring new-generation smarts to the way we create sustainable donor engagement. We’re delighted to see this coming to life creatively and look forward to spreading Cancer Society’s message in other exciting ways in months to come”
For every daffodil-strewn cup of miso soup bought during the month of August, St Pierre’s will also donate 60c to Cancer Society. The integrated campaign, which also features billboards, posters, and in-store point of sale, will run from now until the first week of September.
Tiscornia says “We’re hugely grateful to St Pierre’s for agreeing to help us with our Daffodil Day drive and are delighted with the work that Chemistry has done. We’re asking everyone to go out and buy a Cup of Hope to help those whose lives have been touched by cancer.”
Murphy says every now and then a little gem of opportunity comes along. “And we really enjoyed bringing this campaign to life. It’s such a simple way to support such a worthy cause and we look forward to seeing Cup of Hope sales skyrocket.”
WhybinTBWA created a TVC which spread the same message of aspects of the work by Chemistry Interaction, that sadly most of us have a connection to cancer or know someone who is suffering or recovering from it.
The TVC was funded by ANZ and is the first new TVC Cancer Society NZ has run in 22 years.
“This year is a significant one for Cancer Society New Zealand as it celebrates its 25th nationwide Daffodil Day on Friday 28 August,” says ANZ head of marketing Astrud Burgess. “As well as providing an opportunity to raise awareness of cancer in New Zealand, Daffodil Day is a major funding source for the Cancer Society.”
WhybinTBWA creative lead Andy Lish says: “As the creative agency of the principal sponsor ANZ, we were tasked with the job of recreating a TV advertisement that had been airing for more than 20 years. As this was the 25th anniversary of Daffodil Day, we wanted the new commercial to capture its true message – a message of hope for the one in three New Zealanders affected by cancer.”
“We were honoured and delighted to produce this pro-bono piece and it is our hope that by putting more of a modern face to this campaign, it will help spread a message of hope for many years to come,” he says.
The Cancer Society wanted to create an emotive TVC that modernised and put a human face to their organisation and one that also represented the one in three New Zealanders affected by cancer. The TVC, shot by Waitemata Films, was based off a social campaign that ANZ ran in August last year asking people ‘Who do you wear your daffodil for?’
“Fundraising for the Cancer Society has always been at the forefront of our sponsorship,” says Astrud Burgess. “Our staff alone have raised $16 million over the past 25 years. So we really hope the new TVC compels people to donate this daffodil day in order to help the Cancer Society provide care, comfort and hope and fund vital research.”
Cancer Society CEO Claire Austin says: “We are absolutely thrilled with the new milestone TVC and believe that it will make a real difference for how our organisation is perceived and we are confident it will support greater Daffodil Day income in the coming years.”
Cups of Hope can be picked up from all participating St Pierre’s Sushi outlets. People interested in donating $3 to Cancer Society this Daffodil Day can text ‘Hope’ to 469.
