| Title | A MESSAGE FROM JENNIFER |
| Brand | PARKINSON'S VICTORIA |
| Product / Service | AWARENESS CAMPAIGN |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | DDB GROUP MELBOURNE, AUSTRALIA |
| Entrant Company: | DDB GROUP MELBOURNE, AUSTRALIA |
| DM/Advertising Agency: | DDB GROUP MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Grant Rutherford | Ddb Group Melbourne | Executive Creative Director |
| Glen Dickson | Ddb Group Melbourne | Group Creative Director |
| Ruben Cirugeda | Ddb Group Melbourne | Group Creative Director |
| Simon Thomas | Ddb Group Melbourne | Head Of Broadcast |
| Elly Hargreaves | Mango Communications | General Manager |
| Rebecca Adams | Mango Communications | Account Director |
| Ann Burgess | Parkinson's Victoria | Ceo |
| Judith Mooney | Parkinson's Victoria | Marketing/Fundraising Co-Ordinator |
| Jake Robb | Fiction Film Company | Director |
| Jackie Fish | Fiction Film Company | Producer |
| Garry Richards | Fiction Film Company | Dop |
| Marissa Brain | Ddb Group Melbourne | Editor |
| Dylan Stephens | Risk Sound | Sound Engineer |
| Jennifer Taunton | Level Two Music | Music Supervision |
| "indian Summer" By Jonsi/Alex | Universal Music/Kobalt Music/Emi Music | Music Track |
Parkinson’s Victoria (PV) funds research into Parkinson’s Disease, providing support to the 80,000 Australians who suffer from it. However, the charity receives limited government support and relies heavily on private donations. Like all charities, PV’s ongoing challenge is to turn an irregular trickle of donations into a steady flow.
Charities the world over rely on asking people for donations. Most take a mass approach. The problem with that is that you’re fighting with millions of other messages. And in the post-GFC world, even if someone hears you, there’s no guarantee they’ll be in a financial position to help you. We wanted to focus our efforts on corporate Australia – those with the capacity to help PV on an ongoing financial basis. So we crafted a unique message that was as targeted and personal as possible.
We launched a campaign targeting 20 of Australia’s wealthiest, most influential business leaders. They each received a package, hand-delivered by a woman to their company’s front desk. It was a simple piece of paper folded around a DVD. When played, each watched Jennifer struggling on a journey – a journey made just for them. Walking right up to their individual offices to hand-deliver a package: The making of the film they’d just received. Jennifer’s plea made its case simply by showing how hard it was for her to go out and ask for help. The medium was the message.
The campaign launched in July 2012, and early results have been fantastic. NB: what we are aiming for here is long-term corporate support. The full cumulative, monetary value of the campaign will, therefore, also build over the long-term. So far, PV has received: • Several generous cash donations. • Media exposure on national TV and radio networks. • We are in advanced discussions with 3 corporate partners to finalise agreements worth approx. $10,000 each. With the campaign only recently launched, the impact and results so far are extremely positive for Parkinson’s Victoria.