growth for life · 2015-10-27 · d – campaign spend (cost of campaign) 18 e – the rollout,...

Apex Awards 2015

GROWTH FOR LIFE

Change Category Entered by Lowe Cape Town

For the Organ Donor Foundation Authors: Emily Rule Inge Prins

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Table of Contents

Executive Summary 3 Introduction 3 Business Challenge 3 Solution 3 Idea 3 Results 3

Testimonials 4

Brand Overview 4

Campaign strategy & dates 5 Start and end dates of campaign under review 5

Situational Analysis 5 A – “Extreme” social issues competing for attention 5 B – Big barriers to entry 5 C – Political support (or lack thereof) 6 D – A slump in funding 6 E – Social media noise 6

Target Audience 7

2014 business objective 7

Campaign marketing objective 7

The campaign strategy 8

The creative solution 9

The creative work 10 A – Classical digital media launch 10 B – “Get me to 21’s” earned media ecosystem 16 C – Non-classical traditional media 16 C – Classical traditional media 17 D – Campaign spend (cost of campaign) 18 E – The rollout, traditional media uptake and digital support for the campaign 19

Results 21 A – Actual new organ donor registrations during campaign period 22 B – Total number of organ donor registrations for 2014 23 B – Website traffic and video views 24 C – Spontaneous donations 24 D – Social media community growth 24 C – Address to parliament 25 D – Earned media – value and reach 25 E – Brand partnerships and advocate highlights 25 27

Isolating potential contributing factors 27 A – Competitors 27 B – Investment & other registration driving activities 27 C – Socio-economic and contextual factors 27 D – Other communication/activities – the “Save 7” campaign 28

Conclusion 29

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Executive Summary

Introduction The Organ Donor Foundation’s “Get me to 21” campaign, had absolutely nothing to do with profit generation or sales volume. It focused on something far more important. Life.

Business Context With the decline in corporate social investment caused by the 2009 economic crisis, the Organ Donor Foundation has had to shift its focus towards securing consistent monthly income from their existing database of organ donors, to stay operational. This meant that in 2014 they had to move away from their central goal of driving growth in organ donor registrations. As a result, they were expecting their first-ever negative year-on-year registration growth rate.

Challenge Prevent the imminent negative growth rate for 2014, with only the last quarter left, with zero campaign budget.

Solution: #Getmeto21 A fully integrated, digital campaign that disrupted regular behaviour, broke category norms and exploded over night.

Idea Meet Jenna. She’s planning her twenty-first birthday, but it’s not your everyday twenty-first because she’s inviting the entire country. To get on the guest list, all Jenna asks, is that you sign up as an organ donor. Why? Well, Jenna is also on another list: the organ transplant waiting list and if she is going to make it to her twenty-first birthday party, she is going to need a new pair of lungs.

Results In just sixty-seven days the “Get me to 21” campaign not only obliterated the negative year-on-year growth rate, but achieved a phenomenal +120.75% growth under seemingly impossible circumstances, not allowing the Organ Donor Foundation to lose sight of their central focus.

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Testimonials “I’m so thankful for my donor angel. And now I’m strong enough to start planning my 21st. Let’s keep going because there are still 4299 patients still waiting for a transplant.” Jenna Lowe

Brand Overview The Organ Donor Foundation (hereafter ODF) is a non-profit organisation, established 26 years ago (1988) to address the critical shortage of organ donors in South Africa. To procure organs South Africa relies on individuals altruistically volunteering to donate their vital organs, once deceased, or their non-vital organs while they are still alive. Currently there are more than 4,300 South Africans awaiting life saving transplants. With only 0.26%1 of the population2 registered as organ donors, and less than 600 transplants being performed each year3, only 2% of the list ever receives the transplant they need. The ODF has no government affiliation or legislative power and does not influence the allocation of organs or the actual transplant waiting list. The primary goal and dominant focus of the ODF is to register as many possible organ donors as they can, within a very tight budget, each year. This is in the hope that they will eventually reach their target of 500,000 registered donors on the database (this long term target is further discussed in the situational analysis section). As of 2015, there are a total of 142,240 registered organ donors on the ODF database. In their pursuit to register many more organ donors, the ODF focuses on:

• Raising awareness amongst the entire South African population about the need for, and the benefits of, organ donation and transplantation.

1 Source: Official ODF database of registered organ donors. Accessed: March 2015 2 Source: Statistics South Africa mid year population estimates. 2014 3 Source: Western Cape Government. 2014

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• Educating medical professionals, in both the public and private sector, about the transplantation process and how best to encourage organ donor registration.

Campaign Strategy and Dates

Start And End Dates Of Campaign Under Reviewδ Phase 1: 7th of October - 12th of December 2014 (under review) Phase 2: incomplete and therefore not reviewed in this study

Table 1: “Get me to 21” campaign stages

Situational Analysis

A – “Extreme” Social Issues Competing For Attention Whilst the ODF may not have any direct competitors in South Africa, it competes in the very noisy,

cluttered charity/fundraising/welfare category media landscapeφ, competing for heart space. South Africa has one of the worst Organ Donation rates in the world. Bombarded with extreme issues like AIDS, poverty, education, crime and corruption all the time, it is difficult to get the population to hear the ODF at all, let alone buy into becoming an organ donor. The lack of substantial support means that less than 0.3% of the population is registered as organ donors (compared with 37% in the US). Resulting in an average of six-to-eight years waiting period before patients receive the life saving transplant surgery that they need (which is more often than not, far too long to wait).

B – Big Barriers To Entry Added to the difficulty of actually being heard over the noise of other social issues, particular religious and cultural beliefs have caused a widespread negative attitude towards organ donation, in South Africa4. An indication of this is evident in the demographics of the current ODF database. KwaZulu-Natal (which makes up most of the Zulu and Indian population in South Africa) only accounts for 10% of registered donors, compared with 45% from Gauteng. This, according to the ODF, is because of significant religious influences and beliefs in the black and Indian population, a lack of education/access to information in rural areas, a general lack of access to technology and inhibiting social/cultural factors that create huge barriers to registration5.

δ The first phase of the “Get me to 21” campaign results were reviewed for this study on the 7th of March 2015 (refer to Appendix 2 & 3). φ 2014 Category media spend totaled at R 491,115,384.00 (Nielsen Report, Media Spend: Charity/fundraising/welfare category, 2014) 4 Source: BBC Africa. 2015 5 Source: UKZN: Organ donation and transplantation within the Zulu culture. 2004

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C – Political Support (Or Lack Thereof) Unlike the US, Australia and the UK, the South African ODF receives no funding from government and relies entirely on their own fundraising initiatives and generous donations from Corporates and individuals to stay operational. So, when it comes to communication and advertising, the ODF has an extremely limited budget that is used predominantly for driving awareness and generating a registration spike during August each year (Organ Donor Month). For any other communication and advertising, it relies solely on the goodwill of advertising stakeholders, the media and channel owners to get their message out to the public.

D – A Slump In Funding Due to a lack of government funding, the ODF has historically been kept operational at the mercy of big corporate CSR budgets. Unfortunately the ODF is still feeling the impact of the 2009 economic crisis. Most of the investment and funding began to dry up soon after the crash because many sponsors had been forced to cut their corporate citizenship projects’ budgets6. As a result, in 2014, the ODF was forced to abandon their usual registration driving focus, and shift their resources towards mining the existing database, for potential financial donations, to keep the organisation afloat. This meant that the ODF was expecting a decline in the growth rate of new registrations for the first time since they started driving the cause and collecting data, in early 2011. Being “Organ Donor Month”, August is traditionally the ODF’s most successful period for collecting new registrations. Although August 2014 performed relatively well, it was the first year since the drive for registrations began, that the August month year-on-year growth rate was negative (refer to Graph 1A and 1B).

Graph 1A: August registration totals 2011-2014 Graph 1B: August registration daily average 2011-2014

E – Social Media Noise At the time of the campaign launch there was an extreme amount of social media noise competing for our audience’s attention. While the “Get me to 21” campaign was live, it not only had to encourage its audience to pay attention to and support something they would usually avoid, but the campaign needed to make an impact whilst competing with two of the biggest social media events in South Africa’s history. The Oscar Pistorius Trial: The sentencing of Oscar Pistorius, took place on the 21st of October 2014, right in the middle of the “Get me to 21” campaign. Approximately 3.5 million tweets were sent about the Oscar Pistorius shooting from Valentine's Day 2013 to September 2014, making it the single biggest social media story in South Africa's history7. The Dewani Trial: The honeymoon murder trial also started on Monday, 6th October 2014. It was not televised, which increased the amount of social media buzz on the topic as interested South Africans waited for updates on Twitter and Facebook. On top of this, nearly one third of all South African media items were about the honeymoon murder trial8 during the month of October. 6 Source: Corporate Social Responsibility in South Africa. 2010 7 Source: SABC News, Data Driven Insights. 2014 8 Source: eNCA News, ROI media. 2014

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Target Audience To become an organ donor, the only prerequisite is that the applicant is over the age of eighteen, irrespective of race, gender, geography and HIV status. Despite their ability to target every South African, the ODF has found it quite a lot easier to target higher LSM, more educated individuals. In general this market segment tend to be “pro-organ donation”, have a positive attitude towards it and perceive registering as an organ donor to be a helpful contribution towards the South African community9. We chose to primarily focus the “Get me to 21” campaign on the higher LSM, segment of the population, in the hope that the newly registered organ donors would be willing and able to help the ODF fulfill their highest priority business objective for the 2014: to secure new, consistent sources of income for the organisation (refer to business objectives). Based on the location of the campaign champion, the target market found its epicentre in the Western Cape. Being a fully integrated digitally-led campaign, it was aimed at people between the ages of 18-30. Primary: LSM 7+, Western Cape focus, age 18-50 Secondary: LSM 7+, national, age 18-50

2014 Business Objective 2014 was an inwardly focused year for the ODF, allocating almost all of their resources, into securing new, consistent sources of income for the organisation. This being the case, the business’s primary goal (registering new organ donors) had to take a back seat for the first time ever. Priority 1: Mine the existing database for new stable sources of income (registered donors who do

not currently donate money to the cause). Priority 2: Improve the organisation’s internal processes to become more efficient and also sanitise

the database so that it can be used as a value-adding information rich asset for the future.

Priority 3: During 2014, generate a consistent level (0% growth), of new organ donor registrations, with the total during 2013 (27,689), with no advertising/communication budget (refer to Graph 2).

Graph 2: 2014 registration target - consistent with 2013 total

Campaign Marketing Objective By the end of September 2014, the ODF was lagging behind on their third business objective. This being the case, the “Get me to 21” campaign was entirely focused on driving up the registration rate as fast and

9 Source: Jooste Vermeulen. Organ Donor Foundation Director of Communications. 2015

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as substantially as possible, in an attempt to sustain the previous year’s high standard of 27,689 new registrations. This in itself was no small task, since September-December is historically a much slower time of year for the ODF as they recover from the August “rush”, and zero budget to put behind the cause. “Get me to 21” therefore needed to generate 6,393 new registrations in total, which is over 155% more than they had been able to generate in the fourth quarter of 2013 (refer to Graph 3). And all within a total media budget of R0.00.

Graph 3: "Get me to 21" campaign registration target of 6,393, to make up for the Jan-Sept 2014 total registration lag

“Get me to 21” campaign registration targetsβ:

Table 2: Organ donor registration targets set for each of the remaining months of 2014

The Campaign Strategy A multi-disciplined team was formed and research began. The research made it abundantly clear that most not-for-profit organisations were approaching the public for support ineffectively. Based on the psychology behind people’s inherent reluctance towards charitable giving, we were able to build a model to help guide our thinking and act as a six-point checklist for the campaign development10:

βOn 10th December 2014, the campaign took a turn, as Jenna Lowe received the bilateral transplant (reaching the South African public fully by 12 December), at which stage, phase one came to an end. Although the campaign only ran until 12 December 2014, it was originally planned to run for the whole of the fourth quarter, (until 31 December 2014) so target were calculated and measured against accordingly. 10 Source: Paul Slovic, "If I look at the mass I will never act": Psychic numbing and genocide Source: Peter Singer, The Life You Can Save, chapters 4 and 5.

2014 fourth quarter Target for period Target per month (approx.)

Target per day (ave.)

7 October – 31 October (24 days)

6,393 new registrations

1,805.08 new registrations

75.21 new registrations 1 November – 30 November (30 days)


1 December – 31 December (31 days)


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Model: The psychology of barriers to charitable giving

Based on our research, we developed an idea, to widen awareness for the cause, deepen its connection with the average LSM 7-10 South African and create a sense of urgency for people to become organ donors before the end of 2014. Since we were trying to incite a behavioural change we needed to break the category norm, and be engaging enough to jolt people out of autopilot.

The Creative Solution

The challenge:

Most importantly the creative work needed to jolt people out of autopilot, disrupt their normal behaviour and inspire immediate action. We also needed people to have an open mind. So, we changed tact completely by telling a compelling story, without the influence of ODF brand and its associations in the forefront.

So, instead of focusing on how dire the situation is and how many people were not getting organs in time for their life-saving transplants (which is the usual sort message in this category), we wanted to flip the normal tone of communication on its head and focus on the very reason for the ODF in the first place.

Life. And the celebration of it…

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The inspiration:

Twenty-first birthdays aren’t like any other. Turning twenty-one symbolises adulthood, independence and the potential of making one’s own way in the world. It is the ultimate celebration that both teenagers and adults can relate to (appealing to the whole spectrum of our target market).

The solution:

A fully integrated, digital campaign that disrupted regular behaviour, broke category norms and exploded over night, by cleverly applying the precise ingredients to promote major sharability and support for this kind of cause.

The idea:

Meet Jenna, a bubbly nineteen-year-old girl looking forward to her twenty-first birthday. But this is not just an everyday twenty-first because she’s inviting the entire country to join her. So, we filmed Jenna inviting fifty four million South Africans to join her for the celebration, and placed the fifty-five second video on YouTube, Vimeo and a website developed for and dedicated to the campaign, www.getmeto21.com.

To get on the guest list, all Jenna asks, is that you sign up as an organ donor. Why? Well, Jenna is also on another list: the organ transplant waiting list because she happens to be suffering from a rare disease

called Pulmonary Arterial Hypertensionε and if she is going to make it to her twenty-first birthday party, she is going to need a new pair of lungs.

The creative work The digitally-led campaign ran for sixty-seven days in total. During the period, not one single cent was spent on media.

A – Classical Digital Media Launch Digital: To act as the anchor of the campaign and facilitate new organ donor registrations, a website was set up: www.getmeto21.com. To remove the assumed “schelp factor” attached to becoming an organ donor, a simplified registration process was added to the website, that allowed people to become an organ donor in a few quick minutes.

ε Basically this means that the veins in her lungs get progressively more constricted and don’t allow proper blood flow

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At the bottom of the website home page, there is also a counter, indicating how many people have already signed up– to show potential sign ups that the contribution they are being asked to make is being spread evenly (removing the belief that the contribution they are being asked to make is unfair).

Screenshot: 10 December 2014

To shift the focus away from the normal “guilt-ridden tone” of charitable giving communication, the website not only delivers the video invitation to the visitor, but also focuses on the exciting party details.

Online video: To dramatise the emotional connection and putting a face to the cause, with whom people are easily able to identify, we created a fifty five second video of Jenna herself, inviting everyone to join her for the celebration and urging people to register as organ donors. By not focusing on the negative aspect of her situation, but rather the possibility of a positive celebration at the end of her struggle, her video invitation removes the sense of futility that people attach to the ODF and its mission. The video makes it very clear that Jenna needs everyone to sign up, as soon as possible if she is going to be able to make it to her celebration – every single contribution makes a difference to her stakes (eradicating the diffusion of responsibility).

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Script:

Social media: We launched the campaign using social media (Facebook and Twitter focus), to build momentum and create buzz, by tweeting and posting the link: www.getmeto21.com. Within the first twenty-four hours, the video invitation generated 2,105,788 impressions on Twitter. Jenna’s message had literally gone VIRAL (refer to the Twitter snapshots1-6).

Twitter snapshot 1

Hi, I’m Jenna. I’m 19 and I’m planning my 21st Birthday party now, and I’m inviting you. Now that might seem a bit odd, because I probably don’t know you, but I would like you to come anyway. And I don’t care what shape, size, colour, age you are, I want you to be there with me, and I want you to bring your friends. Because the more people there are, and the more people that sign up now, the more likely it is that I’ll be able to join you. All you really have to do to come to my party is to sign up to be an Organ Donor, because in order to make it to 21 I’m going to need new lungs.

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Twitter snapshot 2

Twitter snapshot 3

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Twitter snapshot 4

Twitter snapshot 5

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Twitter snapshot 6

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B – “Get Me To 21’s” Earned Media Ecosystem The campaign gained so much momentum and support in the social media landscape that it didn’t take long for traditional media to follow suit (refer to Media ecosystem).

Media ecosystem (refer to Appendix 1)

C – Non-Classical Traditional Media

Television Interviews

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Press articles

Print articles

C – Classical Traditional Media Only two traditional print adverts where created on request from Laduma and Fair Lady magazines. A banner link to the www.getmeto21.com page was also featured on the Laduma website and mobisite.

Get Me To 21: Print adverts

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D – Campaign Spend (Cost Of Campaign) The campaign was executed at zero media cost to the ODF. In this light, we have measured the actual hard operational costs of developing and managing the campaign from the agency and client perspective (refer to Table 3).

Table 3: Total cost of campaign

Organisation Activity Cost Media cost TTL R 0.00

Operational cost to ODF

Printing of cover letters for packs R 6,450

Man hours for packing R 8,600

Queries/resending of packs R 7,500

Posting of information packs R 87,380

ODF sub total R 109,930 Lowe Cape Town hard costs – banner, flyers, video production

R35,130.49

Agency sub total R 35,130.49 Operational Cost Grand Total R 145,060.49 !

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E – The Rollout, Traditional Media Uptake And Digital Support For The Campaign

Table 4A: Campaign calendar (white – traditional media, grey – digital media) – continues on next page

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Table 4B: Campaign calendar (white – traditional media, grey – digital media) – continues on next page

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Table 4C: Campaign calendar (white – traditional media, grey – digital media)

Results The “Get me to 21” campaign did not only over deliver on its campaign objectives, but also helped in improving the plight of people waiting for life saving transplant surgery. An accurate monetary value cannot be provided to some of the earned media, because measurement tools like BrandsEye and News Clip were not set up prior to the start of the campaign due to budgetary constraints and therefore could not be quantified for this study.

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A – Actual New Organ Donor Registrations During Campaign Period11 The objective set for the “Get me to 21” campaign, was based on the total number of registrations generated in 2013. Therefore, to measure the effectiveness of the campaign, we have reviewed the data in three variations to demonstrate the incredible growth it achieved. The campaign delivered exceptional results for the ODF. The first three quarters of 2014 showed a negative growth rate of 9.04% when compared to the first three quarters of 2013 (refer to Graph 3). By the end of 2014, the “Get me to 21” campaign had not only reversed the negative year-on-year growth trajectory but generated positive growth of 120.75% for the year. At its peak, 865 new organ donors were registered in one day – a total that exceeds the ODF’s average daily registration rate, by 1,197.14%. 7 October – 12 December 2013 vs. 7 October – 12 December 2014 When the campaign period is compared to the same period in 2013 (refer to Table 5), the campaign exceeded 2013’s total 287.19%.

Table 5: number of organ donor registrations delivered by the “Get me to 21”, campaign, compared to same period in previous year (measured from 7 October 2013-12 December 2013 & 7 October 2014 – 12 December 2014 to compare % growth during actual campaign period) 7 October – 31 December 2013 vs. 7 October – 12 December 2014 However, the campaign targets had initially been set for the full fourth quarter of 2014. We therefore need to compare the “Get me to 21” campaign results against 2013’s full three month period (minus first seven days of October). The “Get me to 21” results still exceed the preceding year’s total number of registrations by 284.71% (refer to Table 6).

Table 6: number of organ donor registrations delivered by Get me to 21, campaign, compared to same period in previous year (full month totals minus first seven days of October, from 2013 as per marketing objective set for campaign) Targets set for campaign vs. actual results The campaign aimed to generate 6,393 new registrations. In fact, it delivered 10,466 new registrations, which exceeds the total target by 163.71% and 4,053 new registrations (refer to Table 7).

Table 7: number of organ donor registrations delivered by Get me to 21, campaign, compared to targets set for the campaign before it began

11 Source: Official ODF database of registered organ donors. Accessed: March 2015

7-31 October (new registrations)

November (new registrations)

1-12 December (new registrations)

Total for period (new registrations)

2013 actual 1,536 2,230.12 1,012.26 3,637.26 2014 actual 5,857 3,305 1,284 Achieved: 10,466

% Exceeded target 381.32% 303.49% 126.85% 287.19% !


1-30 November (new registrations)



2014 campaign target 1,805.08 2,256.35 2,331.56 Target: 6,393 2014 actual result 5,857 3,305 1,284 Achieved: 10,466

% Exceeded target 324.47% 146.47% 55.07% 163.71% !


1-30 November (new registrations)



2013 actual 1,536 1,089 1,051 3,676 2014 actual 5,857 3,305 1,284 Achieved: 10,466

% Growth 2013-2014 381.32% 303.49% 122.17% 284.71% !

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Daily targets set for campaign vs. actual daily average result Results exceed daily target by 207.29% (refer to Table 8).

Table 8: number of organ donor registrations delivered per day vs. marketing objective target set for it Comparison of three variations

Graph 4: comparing the actual campaign result against 2013 standard and ambitious target set

B – Total Number Of Organ Donor Registrations For 201412 By the time 2014 had come to an end, the ODF had registered 33,073 new organ donors as the campaign’s ripple effects were still in effect. The ODF therefore not only maintained a registration rate that was on par with the previous year, but even saw phenomenal year-on-year growth of 120.75% (refer to Graph 5).

Graph 5: Yearly total new organ donor registrations

12 Source: Official ODF database of registered organ donors. Accessed: March 2015

Daily registration target (ave.) Daily registrations achieved (ave.) 75.21 new registrations 156.21 new registrations

% Exceeded target 207.7% !

12,268

22,866 27,689

33,073

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In summary, the actual result achieved by the “Get me to 21” campaign, not only improved year-on-year, by 284.71% when compared to same period in 2013 but also exceeded the ambitious target set for it by a total of 163.71%.

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B – Website Traffic And Video Views www.getmeto21.com was a newly launched URL for the campaign, so all traffic generated for the website, was done so from scratch.

Table 9: Website traffic (ODF official page and “Get me to 21” website) Jenna’s invitation video was viewed a total of 53,519 times on Vimeo and YouTube collectively during the campaign period.

C – Spontaneous Donations 235 of the people who signed during the campaign have made spontaneous donations to the value

R27,102.00 so far∝. This further answers business objective number one to “to generate enough new stable income in the form of donations from existing registered organ donors, so that the organisation could stay operational.”

D – Social Media Community Growth Twitter The social media following of the campaign was incredible, with 10,486,296 Twitter impressions and a total Twitter reach of 7,495,413 during phase one of the campaign13 (refer to Table 10).

Table 10: Twitter analytics during campaign period Facebook The ODF Facebook page following grew by 14,900 new likes (all of which were organic), which equates to more than 155% growth during the “Get me to 21” campaign.

Facebook analytics snapshot – total likes for ODF page

∝ These people have not been ”mined” for donations yet and the ODF believe that the new 10,466 and additional sign ups since phase one of “Get me to 21” ended, is going to be a “goldmine” for the organisation. Jooste Vermuelen. Organ Donor Foundation Director of Communication. 2015 13 Source: Keyhole. 2014

Website

Get me to 21 Organ Donor Foundation

Unique visitors

50, 974 3,531

Visitors per day

760.81 52.7

Keyhole Posts Users Reach Impressions 7 October – 12 December 2014 2,790 1,393 7,495,413 10,486,296 !

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C – Address To Parliament As a result of the general uptake of the campaign, the Lowes were invited to address the Parliamentary Portfolio Committee on Health regarding Pulmonary Arterial Hypertension and the legislation surrounding organ donation in South Africa (refer to Appendix 4 and recording 1).

D – Earned Media – Value And Reach The campaign earned a total rate card media value of R 2,228,736.04 and a total of R 17, 248,968.32 in PR value14. These totals were calculated, excluding all articles and web material as marked in yellow (refer to Appendix 1). Digital media made up the majority of the earned media support, however we have had to exclude most of the earned digital media values, as we did not have the reporting tools set up to accurately quantify the value (refer to Graph 6).

Graph 6: % of total reach contributed by each channel

E – Brand Partnerships And Advocate Highlights

Sports Teams 2 December 2014: Ajax Cape Town visit Jenna.

14 Source: Initiative media. Data accessed: March 2015

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7 November 2014: Western Province Rugby team poses with the “Get me to 21” campaign banner

Premier Helen Zille 5 December 2014: Premier Helen Zille pays Jenna a visit to show her support for the campaign.

Spur Foundation 23 October 2014: Spur Foundation tweets about the campaign and pledges support for it. 7 November 2014: Spur Foundation – launches the supportive “Save 7” campaign

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Lead SA 2 November 2014: Lead SA recognises Jenna as South Africa’s Youth Hero for November 2014.

Key agencies supporting campaign

Table 11: Advertising agencies with substantial role in execution of campaign

Isolating potential contributing factors

A – Competitors The ODF is the only organisation of its kind in South Africa. Therefore there is no direct competitor activity that could have contributed to the success of this campaign. No other out-of-category organisations spoke out in support of organ donation at the time (other than the brands that became partners and advocates for the actual “Get me to 21” campaign).

B – Investment & Other Registration Driving Activities The size of the ODF team did not change during the campaign period. Therefore no reach/distribution changes occurred that would have contributed to the success to the campaign.

C – Socio-Economic And Contextual Factors Becoming an organ donor is a once off interaction. Therefore the ODF relies entirely on growth from new registrations (there is no such thing as a repeat purchase in this category). The following socio-economic factors influence organ donation registration:

• Increased literacy levels in South Africa • Legislation change • Remedying the level of misinformation and myths that fuel cultural taboos

Advertising Agency Role

Lead conceptual/strategic Lowe Cape Town

Specialist digital agency GSDH

Specialist PR agency Match Creative

Video production house Egg Films

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• Monetisation of organ donation fix

None of these events occurred during the run up to or during the “Get me to 21” campaignγ.

D – Projected Organic Growth And The “Save 7” Campaign The Spur Foundation were moved by the “Get me to 21” campaign, and they wanted to get involved. Spur donated traditional media space to the ODF, in the form of billboards, television and radio spots, and traditional print adverts. Despite the potential reach and value of these generous media donations, we decided to use this media for a more appropriate supportive auxiliary campaign, for the following reasons:

1. From the get-go, we did not want Jenna or her message attached to a big brand because it would erode the authenticity of it.

2. The “Get me to 21” message simply would not translate well into mass media. The magic of her message, is in its intimacy, which would have been completely diluted if aired en mass.

However we saw the opportunity to generate an auxiliary supportive campaign that the ODF could co-own with the Spur Foundation. “Save 7” was conceptualised. “Save 7” rode the wave of attention generated by the “Get me to 21” campaign, it is clear from the total number of registrations directly attributed to “Save 7”, that it was still in its teething phase, while “Get me to 21” was in full swing (refer to Graph 7).

Graph 7: Isolating projected organic registrations and impact of “Save 7” auxiliary campaign Based on the lag reflected in first three quarters of 2014’s year-on-year performance, the projected organic registrations would have totaled at 3,762.67 for the last quarter. Even with the additional injected media spend of “Save 7”. Therefore, without the effects of the “Get me to 21” campaign’s winning formula, the ODF would have experienced a very disappointing first-time negative year-on-year growth rate (refer to Table 12).

γ First steps have been taken in addressing necessary legislation as a result of the “Get me to 21” campaign’s effectiveness, however, no action has been taken as yet (refer to Appendix 4)

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Table 12: Isolating the effects of projected organic growth, “Save 7” and “Get me to 21” on the total registrations for 2014.

Conclusion When considering the projected decline in the 2014 organ donor registration rate, the results of “Get me to 21” campaign and the results of the “Save 7” campaign, it is abundantly clear that the only factor powerful enough to meet the ambitious targets set, by the Organ Donor Foundation, for the last quarter of 2014, was the delivered by the “Get me to 21” campaign. In the short space of sixty-seven days, the “Get me to 21” campaign not only prevented the imminent projected year-on-year decline, but actually transformed the decline, into massive annual registration rate growth for the Organ Donor Foundation.

Prior to campaign

Post campaign

-9.04% +120.75% The campaign achieved this excellent result by cleverly aligning a six-point psychological formula, to a universally appealing and provocative idea, that broke category norms and proved its ability to demand attention and change behaviour in a very noisy and cluttered media landscape. But the most exciting outcome of phase one of the “Get me to 21” campaign, was that Jenna received her new lungs.

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growth for life · 2015-10-27 · d – campaign spend (cost of campaign) 18 e – the rollout,...

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