The Van Wright Foundation
Award Category
Pro-Bono/Cause Marketing Incentive
Agency
Starcom MediaVest Group
Client
The Van Wright Foundation
Objectives
Starcom MediaVest endeavours to build brands and enhance lives through its commitment to providing experiences that matter to people. It extends this philosophy to its pro-bono initiatives and to date it has contributed more than $17 million in no-charge media exposure and in excess of $11 million in funds raised to causes such as the Cerebral Palsy Alliance, Alfred Hospital, World Wide Fund for Nature Australia, PetRescue, RSCPA, Youngcare, Enabling Evie, Movember and R U OK? Day.
Campaign
In the past 12 months it has worked closely with the Van Wright Foundation, which was set up by the parents of Van who, at the age of 15 months, was diagnosed with a rare genetic neurological condition called MECP2 duplication syndrome. Starcom created a Van Wright Foundation Facebook so the agency could start telling Van’s story. With 86 Melbourne staff liking the page, with an average of 165 Facebook friends each, the initial exposure was 14,000 potential donors just in Melbourne. Then the campaign was taken nationally to Starcom’s remaining 136 staff. Van was introduced to Starcom’s media partners and they were armed with videos, infographics, leaflets and other collateral to tell all of Australia about Van Wright. The story of Van ran for five months, through TV news properties, and interviewing doctors and the family to help start the conversation about what MECP2 duplication syndrome was and why the foundation exists. The message was extended through editorial in parenting and lifestyle magazines, and Starcom worked with Clemenger BBDO to implement a campaign spanning print, radio, online, outdoor and social media.
Results
All communication was linked to the vanwrightfoundation.org website and Facebook page, and more than 30 big-ticket auction items were donated to the Van Wright Foundation charity ball held in February. With no budget, more than $750,00 media value was delivered and Van’s story reached 1 million people on average each week over the duration of the campaign. Visitors to the foundation’s website increased 82% and so far $650,000 has been raised.
Judges Comments
Starcom’s submission best demonstrated how the media industry can not only transform businesses, but can also genuinely make a difference to people’s lives.