DONATION POSTERS

Bronze Spike

Case Film

Presentation Board

TitleDONATION POSTERS
BrandPUBLIC TRANSPORT VICTORIA
Product / ServiceCHARITY
CategoryD07. Charities, Public Health, Safety & Awareness Messages
EntrantGPY&R Melbourne, AUSTRALIA
Entrant Company GPY&R Melbourne, AUSTRALIA
Advertising Agency GPY&R Melbourne, AUSTRALIA

Credits

Name Company Position
Ben Coulson GPY&R Chief Creative Officer
Ben Coulson GPY&R Executive Creative Director
Jake Barrow GPYR Creative Director
Jake Barrow GPYR Senior Art Director
Tong Sarin Tong Sarin Photography Photographer
Katie Britton GPY&R Senior Copywriter
Matilda Hobba GPY&R Group Account Director
Lachy Lamour GPY&R Senior Account Manager
Tom Marley GPY&R Editor / Director

The Brief

We created a direct marketing campaign for our clients Public Transport Victoria and Ladder. Ladder deals with the issue of youth homelessness in Melbourne. Our campaign targeted public transport users with MYKI travel cards and accounts, encouraging them to help the less fortunate get home too via a small donation when they topped up their account.

Creative Execution

We embedded MYKI terminals (the system PTV use for customers to top up their travel cards) into metrolites, making for a simple and effective donation mechanism that also delivers a heartfelt message. Every time someone touched their MKYI card onto the terminal in the poster, a small donation was made to Ladder. We dotted the metrolites around the city close to public transport. The campaign is ongoing.

Describe the creative solution to the brief/objective.

The target audience were existing public transport users who use the system every day. They know the Public Transport Victoria brand well. Transport users in Victoria have a MYKI card which they physically top up at machines around the city so they can travel. A direct marketing campaign using outdoor - static and digital - was perfect channel for our idea.

Results

So far PTV have been able to provide 1.4mil to help Ladder, who have been able to open a new support centre. Awareness for Ladder and the work they do with Melbourne’s disadvantaged youth has increased. The success of the PTV and Ladder partnership continues to grow.