ActionAid - "Operation Hunger"

Ogilvy Italy

Ogilvy Italy Milan, Italia

8948

Questo spot fa parte della collezione ACT Responsible

Marca: ActionAid
Paese: Italia

Cliente: ActionAid Italia Onlus

Titolo	Operation Hunger
Agenzia	Ogilvy Italy
Campagna	Operation Hunger
Cliente	ActionAid Italia Onlus
Marca	ActionAid
Data di Prima Diffusione/Publicazione	2013 / 10
Settore	Enti/Istituzioni/Organizzazioni no-profit
Slogan	Actionaid. The right tool against starvation.
Trama	The challenge was to create something new in order to stand up among the huge amount of fundraising campaigns and something tangible that would have encouraged anchor-men/women and influencer to show it. ActionAid struggles for tools to fight the unequal distribution of food, and the lack of access to and control over resources. In order to show and share a completely unsuitable feeding tool, we created the holed spoon: a direct, simple and easy link to the issue of hunger, touching people’s heart and making it memorable. With 0 euro spent for media buying, the holed spoon got almost 60 million people impacted by TV earned media in just one week and more than 150 articles in printed media, rising attention and sensibility on unequal distribution of food. Just as an example, during the TV show “Ballarò” on Rai2, with 3.400.000 viewers and 3minutes dedicated to the holed spoon, ActionAid received over 10.000 SMSs of donations. But the most beautiful number of all was the number of messages received with donations: more than 70.000 SMS amounting to 154.000€ donated to help ActionAid’s efforts to defeat hunger.
Filosofia	Without the correct tool you cannot fight starvation. We created an holed spoon. A simple, tangible and sharable symbol of how it feels not to be able to have access to food. And we sent them to key influencers, actors, journalists and anchor-men/women. They were invited to hold it, show it and join the campaign, helping generating buzz, rising attention and fund-rising with their own target too.
Problema	There is enough food in the world to feed everyone, yet hunger is far from being defeated.Action Aid calls for more equal International food polices, promotes smallholder farmers’ rights to land and natural resources, and enhances sustainable agriculture. The yearly “Operazione Fame” campaign takes advantage of the World Food Day risen attention on the hunger issue, in order to collect funds and enhance advocacy to help ActionAid reaching its objectives. With no media budget available, ActionAid Italia wanted to reach that wide Italian target showing sensibility to the injustice of unequal distribution of food, in order to involve them and have them donating to the cause of hunger problem.
Risultato	With 0 euro spent for media buying, the holed spoon got almost 60 million people impacted by TV earned media on TV shows in just one week and more than 150 articles in printed media, rising attention and sensibility on unequal distribution of food. Just as an example, during the TV show “Ballarò” on Rai2, with 3.400.000 viewers and 3minutes dedicated to the holed spoon, ActionAid Italia received over 10.000 SMSs of donations. ActionAid Italia facebook page reached 50.000 fans. But the most beautiful number of all was the number of messages received with donations: more than 70.000 SMS amounting to 154.000€ donated by Italians to help ActionAid’s efforts to defeat hunger.
Tipo di Media	Relazioni Pubbliche
Lunghezza	123 seconds
Chief Creative Officer	Giuseppe Mastromatteo
Client Creative Director - Copywriter	Marco Geranzani
Client Creative Director - Art Director	Giordano Curreri
Junior Art Director	Karina Nurdinova
Junior Copywriter	Fortunato Licandro
Account Director	Enrica Cargnel
ActionAid - Head of Communication Unit	Daniela Biffi
ActionAid - Head of PR	Francesca Landi
ActionAid - Head of Individuals Unit	Francesca Tambussi
INC - Media Relation Senior Consultant	Paola Micucci
PR Director	Paola Canali