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Donate life

Donate life. ‘Not Your Typical Superhero’ Campaign Pitch 2010. Presented by Aaron Collis, Amy Sheehy , Mat Kennedy and Lauren McCarthy. The Marketing Problem. Low awareness of organ registration process. A goal to increase number of registrations for organ donation.

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Donate life

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  1. Donate life ‘Not Your Typical Superhero’ Campaign Pitch 2010 Presented by Aaron Collis, Amy Sheehy, Mat Kennedy and Lauren McCarthy

  2. The Marketing Problem • Low awareness of organ registration process. • A goal to increase number of registrations for organ donation. • Low amount of discussion of organ donation with family.

  3. The Concept • Uses light hearted approach. • Expresses that heroes aren’t just superheroes, sports, music or film stars. They may be the last person you would think of. • Becoming an organ donor means becoming a hero. • The characters of Will and Amy represent Central students, the target audience.

  4. Print Campaign: Poster • Will is a reflection of a young Central student. He is quirky, upbeat but someone you wouldn’t automatically associate the word ‘hero’ with. • Will is ‘Not your typical superhero’ but is a hero because he signed up to become an organ donor through the donate life website.

  5. Print Campaign: Roll Up Banner

  6. Print Campaign: DL Flyer • Continues with the ‘Will/Not your typical superhero’ theme • Easy to read for demographic who’s lifestyle is found to be very busy. • Emphasises facts relevant to target audience. • Depending on budget allowance can be printed at cost effective price.

  7. Television Campaign: • Continues using the character ‘Will’. • Captures target audience through humour. • Very possible filming can be free of charge donated by Diploma of Film students. • Can be played on various plasmas that are set up around each campus. • Depending on budget costs can be placed on media channels such as channels 10,9,7.

  8. Radio Campaign • 2 X 30 second commercials. • Uses ‘Will’ to keep theme and also ‘Amy’ who represents female students to provide gender balance. • Free production costs from Certificate IV in Radio Production. • Can be aired free of charge on ‘Boom Radio’ • Further stations to be contacted depending on budget allowances.

  9. Radio Campaign Will Amy

  10. Internet Campaign: Banners • Continues again with ‘Will’ character. • Asks audience to participate and click when they see a ‘superhero’. • Size: 707 X 269 px • Placed on Central website home page and Facebook • Will link to Donate Life awareness page and then following the awareness week link to Donate Life website.

  11. Pricing

  12. Internet Campaign: E- Invite • Written in relaxed yet humourous tone in order to attract audience to read further. • Uses Donate Life colour scheme. • Will be forwarded via email to all Central Students and teachers.

  13. Summary • Key message ‘Anybody can be a hero’. The status is achieved primarily through registering to become an organ donor. • Campaign will reach target audience through humour and reflection of demographic attributes. • Cost efficient with ability to use in-house facilities.

  14. Thank you! Any Questions?

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