A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Monday, February 27, 2006

Kat's appeal for Red Cross support


The New Zealand Red Cross Annual Appeal kicks off today. For those of you who don't know, Jon and I have been working hard over the past few months to advertise this appeal. As well as being the biggest humanitarian organisation in the world, Red Cross is also prepared to aid should a disaster happen in New Zealand. They need to raise $1 million. If you see the collectors out on the streets, please stop and give them some change. Collector's may also knock at your door or pop an envelope in your mail box. And if all this goes a miss, you can call 0900 733 276 or 0900 RED CROSS to donate $20.

Thanking you in advance,

DDI: +64 9 308 5425
Mobile: +64 21 295 6824

Y&R Advertising


Anonymous Anonymous said...

I hadn't heard anything about it.

2:12 PM NZDT

Anonymous Anonymous said...

Great cause - shame about the dreadful ad campaign, all problem and no solution. About time some people with real fundraising experience took over.

2:16 PM NZDT

Anonymous Anonymous said...

It's a scam.

2:16 PM NZDT

Anonymous Anonymous said...

"Some people with real fundraising experience"

What, like Mojo?

How convenient something a bit scammy gets ragged just because it's not from the right knobby agency. At least it's Red Cross not the Dominican foundation for long-haired cat awareness or such.

3:07 PM NZDT

Anonymous Anonymous said...

2:16 - you could say that about most social campaigns out of NZ in the past few years. Women's refuge being an example. CYPS being another one. I think someone needs to go back to marketing school.

3:15 PM NZDT

Anonymous Anonymous said...

Re: Great cause - shame about the dreadful ad campaign, all problem and no solution. About time some people with real fundraising experience took over.

I don't care what agency did it, but a good fundraising campaign should engage at an emotional level and then provide a means and a reason to respond (give). This campaign does none of these things.

3:43 PM NZDT

Anonymous Anonymous said...

I'm an Arab, the cross offends me.

4:01 PM NZDT

Anonymous Anonymous said...

I'm just cross.

4:12 PM NZDT

Anonymous Jon H said...

True, yeah it sucked. Apologies... I'll just get back to doing my DM mailers now.

4:21 PM NZDT

Anonymous Anonymous said...

Bit harsh guys. These groups have appeal weeks locked in years in advance, their fund-raising structures are in place and highly organised and effective all they need really is a little awareness to help them stand out from the others booked/double-booked in charity slots 52 weeks solid. These ads in my opinion will be seen and will remind people it is Red Cross appeal week and that shit happens anywhere. That's probably doing the job.

5:28 PM NZDT

Anonymous Anonymous said...

Um no. 'Booked years in advance', create 'a little awareness' - FOR FUCK SAKE WHAT A COP OUT.

If you want an ad that pulls the heart strings and makes a grown man shed a tear look at the Lexi campaign that DDB did for child cancer. You can say any ad reminds people about something, but does it make you dig into your pockets. Hell, I even remember her name. Plus the ad didn't even come across as if it was done just to win an award.

No I'm not from DDB, and yes I did donate.

5:57 PM NZDT

Anonymous Anonymous said...


6:39 PM NZDT

Anonymous Anonymous said...

Yeah, if you like ads from 1983 I'm sure the child cancer ad is a superb spot.

7:12 PM NZDT

Anonymous Anonymous said...

How do you get 1983?

7:32 PM NZDT

Anonymous Anonymous said...

All charities have different agendas. Some don't even need the money, because they have such sharp investment strategies and other endowments going on. Often they they need the brand profile ( which is helpful to their " clients" and....oh what a fucking waste of time this conversation is.

Either you support a charity, or you don't. Whatever.

New Zealanders are actually very poor givers, much as we like to kid ourselves otherwise. Compared to, say Americans, or Australians, we are misers. Choose a charity ( or two) stick with it ( or them).

That's true philanthropy.

8:01 PM NZDT

Anonymous Street Remley said...

Speaking of 1983, did anyone go to the Radio Bureau workshop?

2:18 AM NZDT

Anonymous Anonymous said...

Why 'speaking of 1983' re the workshop?

8:50 AM NZDT

Anonymous Anonymous said...

The ads are crap and any income will be masked by overall donations to Red Cross Week - so no one will no whether they worked or not. But they will probably win an award or two for Y&R. And that IS the point.Sadly.


9:10 AM NZDT

Anonymous Anonymous said...

Some great work came out of the TRB workshop. 'Duck' was inspired genius. Such brave territory considering the global climate of fear regarding our feathered friends.

10:08 AM NZDT

Anonymous Anonymous said...

I haven't seen the ad, but I nice lady came last night and I gave her a large handful of change from the cookie monster money jar.

10:38 AM NZDT

Anonymous Anonymous said...

Probably cheaper and more effective than a monster billboard campaign.

11:14 AM NZDT

Anonymous Anonymous said...

"Duck" was superb. The two creatives that wrote it are brilliant.

3:55 PM NZDT

Anonymous Anonymous said...

And who are you exactly?

4:45 PM NZDT


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