2009 ECHO Award - AMDIA

SILVER
THE ROYAL NATIONAL LIFEBOAT INSTITUTION
WANTED TO BECOME RELEVANT to young people
so their awareness might grow into a lifetime engagement.
To meet this challenge, RNLI sought to associate
itself with a cause that appealed to youth. That cause was
youth’s dislike for being stereotyped as dumbed down
and uncaring. RNLI sent “mystery packages” to 12 You-
Tube bloggers, asking each to “open live on your blog.”
Each blogger did—and that unleashed a new media
phenomenon. The campaign generated nearly 1 million
views on YouTube, and for little more than the cost of
12 direct marketing packages, RNLI reached a staggering
11% of 15- to 20-year-olds in the UK.
CAMPAIGN NAME – Mystery Package
CONSUMER ADVERTISING MEDIUM – Direct Mail
AGENCY – Proximity London
COPYWRITER – Debi Bester
ART DIRECTOR – Soni Singleton
COPYWRITER – Chris Monk
ACCOUNT DIRECTOR – Georgia Bradley Grant
ACCOUNT MANAGER – Joseph Pirrie
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ACCOUNT PLANNER – Julie Randall
CLIENT – Royal National Lifeboat Institution (RNLI)
NOT-FOR-PROFIT
WINNING CHARITIES INTERNATIONAL RUNS
FUNDRAISING LOTTERIES FOR THE TORONTO
HOSPITAL FOR SICK CHILDREN (SickKids), which had
not hosted a lottery in 10 years, aimed to sell out their 85,000
tickets at $100 per ticket without using TV or radio, which
no other North American mega lottery had ever attempted.
Targeting consumers, Winning Charities employed admail,
newspaper ads and inserts, voice broadcasts, outbound telemarketing,
emails, and a dedicated microsite—most featured
spokesperson Danielle Caterina, a 16-year-old double lung
transplant patient. The campaign surpassed goals: the lottery
sold out, and total sales reached $7,500,000 with 20% going
directly to SickKids.
CAMPAIGN NAME – SickKids Lottery — Danielle
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – Hamelin Maritneau Inc.
PRESIDENT, HAMELIN MARTINEAU INC. – Robert Martineau
CREATIVE DIRECTOR, HAMELIN MARTINEAU INC. – Diane Hamelin
PROJECT MANAGER, HAMELIN MARTINEAU INC. – Sevilla Dorotea
DESIGNER, HAMELIN MARTINEAU INC. – Marie-Josee Proux
CLIENT – Winning Charities International
PRESIDENT, WINNING CHARITIES – Bill Bayles
PROJECT MANAGER, WINNING CHARITIES – Chris Radford
VICE PRESIDENT, WINNING CHARITIES – Abby MacIntosh-Hooper