2009 ECHO Award - AMDIA

SILVER
THE NORWEGIAN RED CROSS WANTED TO RAISE
PUBLIC AWARENESS FOR ITS CHILD SPONSOR
PROGRAM for children in developing nations. The Red
Cross chose a direct strategy that targeted consumers, with
a primary focus on women. The campaign employed a letter
from an HIV-infected orphan girl named Limpho from
Lesotho, whose real-life story presented how the Red Cross
program had dramatically benefi ted her. The letter generated
a 4.1% response rate and resulted in 493 new child-sponsors,
each of whom pledged $30 monthly. With a sponsor’s average
lifetime being 25 months, the campaign will generate
nearly $370,000 on an investment of $29,000.
CAMPAIGN NAME – At the Stroke of a Pen
CONSUMER ADVERTISING MEDIUM – Direct Mail
AGENCY – Rapp
COPYWRITER – Lena Niemi
ART DIRECTOR – Vilde Jorfald
ACCOUNT MANAGER – Venke Lund
ACCOUNT DIRECTOR/ADVISOR – Jens Harrison
CLIENT – Norwegian Red Cross
MARKETING EXECUTIVE – Nina E Larsen
THE WORLD WILDLIFE FUND HOSTS AN ANNUAL EARTH HOUR
DURING WHICH HOUSEHOLDS AND BUSINESSES turn off their electricity
for one hour to raise climatechange awareness. To help meet its 2009 goal of getting
one billion participants, WWF enhanced its website to attract visitors. In a world
fi rst, WWF built an augmented reality application that incorporated personalization,
live data streaming, and adaptive fi le updating. Over a 10-day period, visitors
placed 35,000 dots on the 3D Earth, one for each person who had either signed up
for an e-newsletter or had used an application allowing one to actually hold a 3D
Earth in her hands.
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NOT-FOR-PROFIT
CAMPAIGN NAME – Earth In Your Hands
CONSUMER ADVERTISING MEDIUM – Web Development & Other
AGENCY – Wunderman
CREATIVE DIRECTOR – Matt Batten
HEAD OF COPY – Jason Stubbs
ART DIRECTOR – Amanda Glover
COPYWRITER – Theodora Gerakiteys
DESIGNER – Chris Jerochim
DESIGNER – Terry Hibbert
DESIGNER – James Britt
DIGITAL PRODUCER – Jo Durant
PRODUCER – Carla Bentley
ACCOUNT DIRECTOR – Nicola Long
CLIENT – WWF
DIRECTOR SPONSORSHIP AND BRAND – Elizabeth Potter
ONLINE MANAGER – Sarah Barry