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| Join the UNICEF Swat Team |
| 28-May-2010 11:28 AM |
| MercerBell develops new UNICEF campaign to help prevent malaria Issue Malaria kills a child every 30 seconds. To combat malaria, UNICEF needs to provide and distribute insecticide-treated nets, the most effective protection against malaria. We needed to develop an eDM campaign to encourage donors to donate $10, to buy a long-lasting insecticide-treated mosquito net. We had three challenges: 1. Get people to open 2. Get people to donate 3. Get people to forward Insight Our target audience is interested in social causes but have a limited amount of funds they can give. They tend to feel a bit of consumer guilt already and approaching them makes them feel bad that they can’t give to everyone. They only really give to causes they can identify with. Idea We developed the UNICEF Swat Game to draw attention to malaria and the high rate of malaria-related deaths in the developing world. It’s an interactive and engaging game our audience can relate to, without making them feel guilty. Implementation We launched the campaign with 25,000 existing donors. The email introduced the concept, while the UNICEF Swat Team game challenged people to swat as many mozzies as they could within 30 seconds. This was then followed by facts about malaria. The game also provided an incentive to forward on to friends. The game was promoted on Facebook and a long-term social media seeding strategy ensures longevity. Impact Within the first 6 hours we received 62 online donations totalling $1,525 and had more than 1,500 unique visits to the page. The campaign created buzz in the industry and featured in B&T as a breaking campaign and as the main story on Digital Buzz. Check it out at www.unicefswatteam.com.au or on Facebook at http://apps.facebook.com/unicefswatteam/ |
