2009 ECHO Award - AMDIA

SILVER
NEW ZEALAND’S MINISTRY OF HEALTH’S NATIONAL
DEPRESSION INITIATIVE needed to provide additional
outreach to young people and encourage them to seek help by
visiting TheLowdown.co.nz, a “safe” online environment where
a visitor could “get to a better place.” To drive traffi c, the
Ministry of Health employed multiple media, including TV,
radio, web banners, advertorials, and street posters. The results
were impressive—perhaps even life-saving. In the fi rst month
alone, 19,020 unique visitors surfed to TheLowdown, exceeding
target by 761%. To date, The Lowdown team has supported
more than 1,100 young people with over 42,000 text messages
and 3,418 emails being sent or received.
CAMPAIGN NAME – The Lowdown
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – Draft New Zealand Ltd
ACCOUNT DIRECTOR – Jane Wardlaw
PRODUCER – Nick Pengelly
MEDIA PLANNER – Antony Ord
INTERACTIVE PRODUCER – Mel Archer
EXECUTIVE CREATIVE DIRECTOR – James Mok
CREATIVE DIRECTOR - DIRECT AND INTERACTIVE – Jeff Harris
ACCOUNT DIRECTOR – Victoria Barnes-Graham
CAMPAIGN NAME – WJCF Ambassador Circle Business Card Renewal
CONSUMER ADVERTISING MEDIUM – Direct Mail
AGENCY – Adams Hussey & Associates
CREATIVE DIRECTOR/COPYWRITER – Bill Krieger
ART DIRECTOR – Shawn Henderson
PRODUCTION MANAGER – Shannon Murphy
ACCOUNT EXECUTIVE – Pete Carter
ACCOUNT MANAGER – Meagan Pfeiffer
GM DIRECT & INTERACTIVE – Matt Scott
CLIENT – New Zealand Ministry of Health
SENIOR ANALYST – Candace Bagnall
TEAM LEADER – Maria Cotter
NOT-FOR-PROFIT
THE WORLD JEWISH CONGRESS FO FOUNDATION HAD EMPLOYED
A MAJOR DONOR RENEWAL PACK PACKAGE of 10 “calling cards” for years,
but it no longer was generating the impressive impres response rate it once had. The
WJCF’s marketing mission was to revitaliz revitalize its Ambassador Circle direct
mail renewal ren program. It kept the package
elements element that had worked historically, but
leveraged leverage the worsening economy and other
relevant news stories to explain why the re-
cipient should s renew her support. Not only
did the campaign generate a 21.07%
response re rate, but 96% of each dollar
raised r was profi t.
CLIENT – World Jewish Congress Foundation
EXECUTIVE DIRECTOR – Herb Juli
DEVELOPMENT MANAGER – Ellen Simmons
DONOR SERVICES MANAGER – Bea Goldman
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