2013 Winners & Shortlists

The Brief

The Children’s Cancer Centre Lebanon treats and cares for children suffering from cancer regardless of a race, sex, ethnicity, religion, nationality or ability to pay – the average cost per child per year varies between $30,000 and $100,000. The Children’s Cancer Center of Lebanon is a non-profit organisation and depends solely on donations to help patients transform back into healthy children. Our objective was simple: Obtain donations, help a child.

Creative Execution

For the treatment and care of children, the Children’s Cancer Center Lebanon relies 100% on donations. In order to obtain these donations, we needed to illustrate how powerful a donation is. For this reason, the DM was designed to physically show how a donation was able to transform a child’s life.

Describe the creative solution to the brief/objective.

We created a direct mailer, which would physically and instantly show how a donation was able to change the life of a child suffering from cancer. The Direct Mailer was posted to possible donors in the country. Upon receiving the DM, and placing a donation inside, donors were able to see the change their donation would make to a child with cancer. We included a return address, and stamp at the back of DM so all the receiver had to do, was pop it in a post-box and it would be sent to the Children’s Cancer Center Lebanon.

Results

The campaign was recently launched in Lebanon and we have not yet received results.