The Good Agency wins direct award

LONDON - The Good Agency has won first prize for its work with Jewish Care in the Direct Marketing category at the Third Sector Excellence Awards.

Jewish Care needed to raise funds to help support the charity’s work for older people. It aimed to highlight challenges faced by those living with, and caring for, those with dementia.  The financial objective of the campaign was to raise £150,000.

A warm direct mail was decided to be the most cost-effective way to raise money.  This was supported by a targeted and relatively low cost press campaign in local Synagogue magazines and other Jewish press followed by a reminder mailing six weeks later.

Justine Harris, director of communications at Jewish Care said: "We are delighted that our appeal, which was so successful for us, also appealed to the judges."

The campaign exceeded financial targets by over a third. It resulted in more than three thousand donations in total with an average value of £60.

It was launched around Rosh Hashanah, the Jewish New Year. This is when Jewish giving is traditionally concentrated. It was essential for the campaign to stand out among other Jewish charities at a busy time for appeals. 

The Good Agency’s creative strategy revolved around the earlier stages of dementia, when carers are encouraged to place Post-It notes on everyday objects as a reminder of what they are.  This provided a strong visual image to work across different elements of the campaign.   

Judge Mike Barnes, director of marketing and business development at the Direct Marketing Association, said: The campaign was highly targeted, distinctive and had an edgy streak.

The Good Agency account director, Micky Stemmer, said: We have had feedback which shows the appeal helped carers to feel they are not alone and this is what makes it all worthwhile.  One Rabbi was moved enough to write and congratulate us, describing the ad as one of the most attention-grabbing pieces ever to run in the synagogue.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer