Powerful piece, part of the NSPCC don’t wait until your certain campaig. Great use of their research to create a compelling piece.
Shocking to think the most generous man in the world…isn’t all that generous.
This is a spot by UNICEF in Sweden.
I came across it on Ad Week. Im open to being challenged on this, but I like it (with one caveat: it would be broadcast when kids won’t be watching).
The ad is made by by Forsman & Bedenfors. We see a lovely Santa checking out presents and then he comes across a gift of medical supplies and he gets, well, a bit sarky about it. He insists that he won’t deliver these kinds of gifts. “I don’t do poor countries,” he says! It ends with a nice line “We go where Santa doesn’t”
Ad Week summarise it nicely:
His brutal honestly may dampen the mood, but that’s the whole point—getting people to remember that Christmas spirit in many ways extends only as far as a family’s economic circumstances allow. The writing could be sharper in the middle, but the spot, which is wonderfully crafted visually, has a universal message that could apply to families in richer countries, too. Santa doesn’t love poor neighborhoods much, either. In the end, it’s a clever way to bring the season’s most elaborate fiction to bear on the realities of poverty around the world. And the donations it brings will be among the greatest gifts of the season.
Take a look and I would love to hear your thoughts:
Todays Irish Times has a piece where psychologist Marie Murray is critical of the approach the ISPCC ad has taken in its new campaign, I can’t wait until I grow up, (see yesterdays post to view the ad). The Irish Times says that:
She (Ms.Murray) described the use of such images to seek donations as “unfortunate”, and said it could paradoxically leave an organisation whose remit was the protection of children open to accusations of exploitation.
What she doesnt say is what the organisation should have done to highlight the issue of child abuse. The organisation has been doing similar/the same stuff for years now. And the reality is there is still shocking amounts of child abuse. I am not qualified enough to say if this is the right approach. But I would love to hear what Ms. Murray would propose as an alternative?
I was a little disappointed that the organisation didn’t consult some psychologists during the process. Maybe they would be better placed to dispute Ms. Murray’s comments
The charity did give consideration to the impact of the ad before it was aired, Mr Byrne (Lloyd Byrne, Finance Director) said, but the opinion of a psychologist was not sought. “All we are doing is representing what children are saying to us,” he said.
You can read the full Irish Times piece here
You can view the ad here
The ISPCC launched their Childline stats earlier this week along with a new campaign. The PR says that:
The campaign, which will run for the month of May, highlights that childhood is supposed to be one of the happiest and safest times in a child’s life, yet for many Irish children who contact Childline this is simply not the case
This ad won’t run on TV it will only live online (from what I can tell) and the campaign will be supported by radio ads (on FM104) and press ads in the Mail.
So what do you think of the campaign? When it was posted on politics.ie there were mixed feelings with comments like these:
- But a referendum won’t stop that happening? we already have laws against all that happens in that ad, total sensationalism
- I think it’s called ‘raising awareness’
- The violence isn’t credible. That weakens the emotive argument and, other than that, there isn’t really an argument they are making here (child abuse is bad? I already thought that, why should I join/fund the ISPCC?).
- will it help in getting donations? If so then is it a bad thing.
After you watch it, how do you feel?
In January I posted about Concerns campaign on Facebook to mark the first anniversary of the disaster in Haiti. You can read that post here. They used Facebook to advertise and then directed people to their facebook page where they spoke (and clearly demonstrated) the impact they are making.
Impact is so important for donors to hear about and I think Concern did a great job here in demonstrating it, on a platform that a lot of people use.
Neil Rooney from Concern kindly offered to share the results of the campaign with me and allowed me to post it. Here is how it went for Concern:
The following results pertain to the period 12th January – 31st January
The Facebook tab was the default landing page for all new visitors to Concern’s Facebook page from the 12th to the 31st of January and in that time it was viewed a total of 6,441 times (it has since been viewed a total of 7,432 times). During that time 2,491 people ‘Liked’ the page, an increase of 91% on pre campaign levels.
The advertising delivered 3,997,617 impressions or opportunities to see and enjoyed a click through rate of 0.084% (industry standard is 0.077%) and drove 3,375 people to the tab. Community interactions added and further 42,342 impressions in the form of likes, shares and comments.
The video was viewed a total of 1,029 times, 613 of which were user initiated via the click-to-play advertising placements, the remaining 416 were from the embedded video in the tab and Concern’s YouTube channel subscribers.
Campaign related updates posted by Concern to the Facebook page were viewed a total of 20,512 times with 139 people interacting with the posts by commenting on them or liking them. This represents a 1,886% increase on the pages average interaction rate.
Thanks for sharing Neil. I hope this information is useful to organisations who are thinking of this strategy.
Myself and Paul Dervan were talking (possibly texting) about this last week. Really great ad. They just get how to tap into the emotion, its a real stop and watch ad. Certainly one to learn from.