- What did it do?
In April 2013, the Durrell Wildlife Conservation Trust launched a short animated film called The Lonely Dodo as part of a digital campaign that shows how certain species around the world face extinction. The film plays on loneliness and features the voices of the actor Stephen Fry and the impressionist Alistair McGowan. The film was hosted on YouTube and promoted using social media channels, including Facebook and Twitter. A dedicated microsite, thelonelydodo.com, was also created to encourage the public to sign up, find out more about the charity's work and make donations.
- How much did it cost?
The total budget for planning, design and implementation for the first year was about £40,000. This comprised all agency fees and media costs, including planning and design of the campaign brand.
- Why did it win?
The film has been viewed more than 250,000 times on YouTube since its launch in late April. In the first four weeks it helped to secure 55 regular givers worth an estimated £27,216 over their donor life cycle. The campaign has been featured on the BBC website and in a blog on the Huffington Post website.
- What did the judges say?
Jason Woodford, chief executive of SiteVisibility, said: "A successful approach to using digital media that has brought a little-known charity into the public consciousness."
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