Annual Report 2006

88
New Campaign marking "Door Knock" Fundraising
Campaign under the slogan: "120,000 Cancer Patients
Believe that You'll Open Your Doors to Them"
A broad based campaign marking the opening of the "Door Knock" Fundraising Campaign
aired at the end of September 2005. The campaign was aired through Gitam/BBDO which
volunteered its services, bearing the slogan: "120,000 cancer patients believe that
you'll open your doors to them". The campaign's objective was to increase awareness
of the importance of ICA activity and to encourage people to donate to these activities.
The campaign presented ICA activity which is made possible thanks to public donations,
such as the financing of dozens of research studies of physicians and research scientists,
aimed at finding a drug for the disease, conducting informational and educational activities
to increase awareness about cancer diseases among the general population, and
more. The campaign was aired on Channel 1, Channel 2, Channel 10, Music Channel
24, the Sports Channel, Israel Plus Channel, YES Satellite Channels, satellite and cable
channels of Ananei Communications, and included billboard advertising, Cananan (advertising
on buses), Zohar billboards, Efi-billboards on bus stops and billboards of the Tel
Aviv Municipality. Additionally, advertisements appeared in the daily newspapers and on
Shelly advertising postcards, and jingles were aired on Galatz and Galgalatz (IDF) radio
stations, and on local radio stations. A TV clip that accompanied the campaign presented
home-related situations in our lives – a father playing with his young son, a woman in her
bedroom who hears the door bell ring, a student couple renovating their new home, with
the common theme being the door
bell ring. The ring draws the attention
of those present at any moment and
makes them take a break from what
they're doing. Every time the ring is
heard, the film stops and proceeds to
the next situation. Towards the end, the
significance of the ring is understood
– the last situation is one where a young
boy recovering from cancer is lying in
bed at the hospital and his bell for calling
the nurse is the ring that we have been
hearing throughout the film. The film
calls upon the consumer to contribute
to the "Door Knock" Fundraising
Campaign and presents ICA activities
that are made possible thanks to public
donations. Gitam/BBDO advertising
agency volunteered their services to
produce the campaign.
Isreal Cancer Association
Annual Report 2006