donate life
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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. - PowerPoint PPT PresentationTRANSCRIPT
Donate life‘Not Your Typical Superhero’
Campaign Pitch2010
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.• Low amount of discussion of organ donation
with family.
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.
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.
Print Campaign: Roll Up Banner
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.
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.
Image - Boy, young white shirt normal teenager.Facial expression - Smile cheeky grin
Camera angle – medium shot
Set - White background
VO- Hi my names Will, I can’t fly!
SFX- None
Image – Boy jumping of his bed.
Facial expression – frightening and crinkled
Camera angle – long shot
Set – Boys room, bed, posters etc
VO- none
SFX- crash, garbage cans etc
Image - Boy, young, normal teenager.
Facial expression – Smile cheeky grin
Camera angle – medium shot
Set – White background
VO- I cant scale tall buildings
SFX- None
Image – Boy trying to climb up building walls
Facial expression – determined, biting his lip
Camera angle – medium shot
Set – brick wall, busy area
VO- I can’t scale tall buildings.
SFX- None
Image – Boy trying to climb up building walls
Facial expression – determined, biting his lip
Camera angle – medium shot
Set – brick wall, busy area
VO- I’m not your typical superhero.
SFX- None
Image - Boy, young, normal teenager.
Facial expression – frightening and crinkled
Camera angle – medium shot
Set – White background
VO- But by registering to become an organ donor at donate life, I became a hero.SFX- None
Image – Boy with cape on and wind in hair.
Facial expression – massive grin
Camera angle – medium shot
Set – White background
VO- None
SFX- ta dah, applause
Image – Donate Life log/ awareness week
Facial expression – massive grin
Camera angle – None
Set – White background
VO- So register now at donate life.gov.au to become an organ donor. A hero lies in you.SFX- None
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.
Radio Campaign
Will Amy
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 weeklink to Donate Life website.
PricingType Specifications Number Cost Where
Poster A3 and A4 200 each In-house ($120 all up if unavailable)
Central Campuses
Flyer A5 200 In-house Central Campuses
Roll Up Banner 1800 X 830 mm
1 banner can be moved around
$90.00 Central Campuses
E- Invite Email size All students In-house Email
Internet Banner
707 x 269 PX 2 In-house Central and Facebook site
TV Commercial 30 Seconds 1 In-house Central campus plasmas/FTA
Radio Commercial
30 Seconds 2 In-house ‘Boom’ radio possibly Nova
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.
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.
Thank you! Any Questions?