A CALL FOR HELP
| Client | UNITED NATIONS DEVELOPMENT FUND FOR WOMEN (UNIFEM) |
| Product | WOMEN'S RIGHTS |
| Entrant | DDB SINGAPORE, SINGAPORE |
| Type of Entry | Use of Media |
| Category | Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Title | A CALL FOR HELP |
| Product/Service | WOMEN'S RIGHTS |
| Entrant Company: | DDB SINGAPORE, SINGAPORE |
| Advertising Agency: | DDB SINGAPORE, SINGAPORE |
| Credits |
| NEIL JOHNSON |
DDB SINGAPORE |
CHIEF CREATIVE OFFICER |
| JOJI JACOB |
DDB SINGAPORE |
CREATIVE EXECUTIVE DIRECTOR |
| THOMAS YANG |
DDB SINGAPORE |
ASSOCIATE CREATIVE DIRECTOR |
| LESTER LEE |
DDB SINGAPORE |
COPYWRITER |
| FAYE WONG |
DDB SINGAPORE |
ART DIRECTOR |
| ROWENA BHAGCHANDANI |
DDB SINGAPORE |
ACCOUNT SERVICING |
| NARESH KUMAR |
DDB SINGAPORE |
COPYWRITER |
| SUHAIMI SAADAN |
DDB SINGAPORE |
ART DIRECTOR |
| DAPHNE NG |
DDB SINGAPORE |
EXECUTIVE DIRECTOR |
| YEO WEE LEE |
TRIBAL DDB SINGAPORE |
TECHNOLOGY |
Results and Effectiveness:
In 8 weeks, the interactive video was forwarded over 57,000 times and we raised a total of USD11,400. 48.2% clicked through to the UNIFEM site via their mobile phones and unique visits increased by 34.6%. ROI is inapplicable as the work was pro bono.
Creative Execution:
Empowerment is what UNIFEM stands for. Hence, when designing our solution, we focused on empowering the target, instead of chastising them. We created a piece of work that allowed the target to experience how it easy it is to help as well as how satisfying it feels to help.
Insights, Strategy and the Idea:
We needed to start a conversation with people who believed they had little to offer. As such, we reached out on a medium that even the busiest people could not avoid – their mobile phones. We created an interactive video that allowed our target audience to experience how little it takes to help.
We projected 34% will click through to UNIFEM’s website via the embedded link, 24% will share the video with people on their phonebooks and 11% will make a donation.
