Case Study : World Vision

The charity asked people to give 75p a day to its Harvest campaign

World Vision's appeal
World Vision's appeal

Organisation: World Vision
Campaign: Five-a-day to Aracely
Agency: McCann Erickson

World Vision ran its Five-a-day to Aracely adverts and inserts as part of its wider Harvest campaign from May to September 2011.

The adverts and inserts show a picture of five potatoes and below them a picture of a five-year-old girl from Bolivia called Aracely. The text explains that Aracely is malnourished on this diet and with sponsorship her situation could improve.

"Using Aracely was an opportunity to relate the importance of the message to a real child," a spokeswoman for the charity said.

The adverts and inserts featured in publications such as The Daily Telegraph magazine, Stella and The Times magazines. They had a combined circulation of 8.6 million.

People were asked to sign up to support World Vision by giving £22.80 a month - about 75p a day.

The costs of the Aracely adverts and inserts over the five-month period totalled £168,000. It aimed to acquire 1,200 new sponsors and got 960. The overall Harvest campaign, which cost £318,000, had a return on investment of £7 for every £1 spent.

However, this calculation assumes that supporters will stay with World Vision for eight years and donate to their sponsored child at birthdays and Christmas, as well as during special appeals.

EXPERT VIEW

Katy Nyman, Group account director, MRM Meteorite

Katy Nyman, Group account director, MRM MeteoriteIt's tough out there for charities working overseas - particularly when the ask is a long-term give. You have to bring the message home. This advert makes a bold attempt to amplify the message about child malnourishment by telling the story of a Bolivian child in relation to our five-a-day needs.

It's close, but falls short of the mark. Why? Well, for those of us who are bringing up their kids exclusively on McCain Oven Chips, five potatoes a day is no hardship and could even sound quite appetising.

EXPERT RATING

Creativity: 3

Delivery: 3

6 out of 10

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