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.

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