Brief Explanation

In April 2015 an earthquake devastated Nepal. Relief soon poured in but as the shockwaves wore off so did the urgency in support. To get Nepal top of mind again, we needed a fresh new approach. So we created Namaste for Nepal, an online art auction and reached out to artists near and far for help. Our message focused on how artists have the power to create and that their influence has the power to change the world. Therefore the artists created our campaign. Some donated artworks, some become advocates and some worked with us to create promotional elements such as a hand-drawn animated film, a series of posters and outdoor pieces, and webisodes that drove the public to the online auction site. EDMs and invites have been sent for the auction finale at a leading gallery in Sydney.

The Brief

The public are so desensitized by the same old campaigns to get Nepal noticed, that we needed a fresh new approach to gain their attention. Not only that, but we also had to do it on zero budget. So we looked to people that are keen to be part of something a little bit different and intrinsically want to be empowered to create a better world - the creative community and the art auction Namaste for Nepal was born.

Describe the success of the promotion with both client and consumer including some quantifiable results

As of this entry submission we’ve raised $7000 with 3 weeks left to bid on the auction site. That’s enough to help Save the Children buy 180 shelter kits, providing 180 families with emergency shelter, which will save lives in the coming up monsoon season.

Explain why the method of promotion was most relevant to the product or service

We wanted to show the world that artists have the power to create and that their influence has the power to change the world. Their art was the driving force of the campaign. Therefore our communication was also created with the help of artists. We launched with an animated hand drawn film on our Facebook page, which was then seeded on the participating artist’s social pages. This was followed by a series of posters and outdoor ads, which ran for a 4-week period. During this time our Facebook page grew in followers with the help of webisodes featuring the artists behind the art. Then we thanked all those who auctioned on the site with direct mail and emailers, inviting them to an auction finale at a leading gallery in Sydney, which will take place in September.