Why is this work relevant for Integrated?

Lifeline’s 30 for 30 fundraising campaign encouraged prominent brands to donate 30 second media spots to help Lifeline communicate that they were receiving an urgent call for help every 30 seconds. Ultimately 30 for 30 was leveraged across multiple platforms - primarily across television and radio, and supported by other donated placements within channels such as digital audio, social, online video and display. These platforms worked harmoniously to ensure multiple touchpoints with our audience to maximise awareness of the issue. In the end, 30 for 30 generated $1,001,878 in donations, funding over 20,000 potentially life saving calls.

Background

COVID-19 created an urgent situation for Lifeline. Rising isolation and unemployment had increased people's need for help, sparking surging call volumes. At the same time, growing restrictions threatened the viability of Lifeline’s call centre based model. Traditional funding sources (Lifeline stores, book fairs and other events), ceased almost immediately. Australia was in crisis and Lifeline urgently needed funds to help. In light of these challenges, Lifeline needed an activity that would achieve two urgent objectives: REACH - After years of neglecting to invest in the brand they needed to reach as many Australians as possible with a clear message expressing the severity of the issue. RAISE - With every call to Lifeline costing approximately $39 to answer, the brand needed to raise a significant figure in donations in order to meet the influx of calls.

Describe the creative idea

Our approach needed a strategy that would generate mass reach with a modest budget. It also needed to factor in the sharp decline in consumer confidence and spike in unemployment rates, which made the climate for asking for donations a challenging one. In order to drive donations, we needed to motivate individuals and businesses alike. To do this we did some simple calculations. Lifeline had reported that over 3,000 people per day were seeking urgent help. This equated to roughly one call every 30 seconds. This insight unlocked our creative idea: 30 for 30; providing a sharp and powerful way of framing the issue.

Describe the strategy

Given the scale of the task and the limited funds available, this campaign needed to propel itself. While our target audience were regular Australians, we would leverage the generosity of corporate Australia to reach them. However, rather than asking these businesses for money, we offered them an easier and equally powerful way to get on board - the opportunity to donate already purchased 30 second TV and radio spots. To determine the brands most likely to donate, we started with those currently advertising. We monitored which brands were on air, developed a list of targets and quickly reached out with a simple email unpacking how the idea worked. In order to amplify the campaign we then turned our eye to the marketing trade media. These channels would help to embed the idea and encourage more brands to participate.

Describe the execution

To increase the appeal of the initiative, we tailored a co-branded ad for every advertiser that participated, committing to a 24hr turnaround of each asset, plus handling all CAD approval and dispatch if required - a logistical challenge in itself. All each brand needed to do was supply a logo and engage their media agency to put the spot into rotation. And thanks to the bravery of the ask, the simplicity of the approach, and the generosity of Australian business, they started coming on board in droves. As brands learned about the campaign and saw others participating more jumped onboard. Ultimately 32 leading Australian brands donated their 30 second TV and / or radio spots, resulting in $2.6m in donated media space.

List the results

The media inventory supplied by our major Australian brands created a reach of (P18+) 3,875,000 in radio and (P18+) 7,078,318 in TV. Across donated online video and digital audio placements, 30 for 30 recorded 1.4 million impressions. This represents media and reach that the organisation would not have had access to without the support of Australian businesses via 30 for 30. Within an 8 week period, 30 for 30 raised $1,001,878 in donations. Before the campaign launch, average donations to Lifeline were $1,952.01 per day. Measured again at the 8 week mark, this had increased to $13,093.34, demonstrating the impact of the platform. That said, 30 for 30’s incredible success within this period is perhaps best explained by one further metric. As a result of the campaign and subsequent donations, Lifeline was able to answer over 20,000 calls from people in crisis across the country. A truly life changing result.