Jewish Care: the Post-it note campaign

Exhibited by
Simon Frank, joint creative director at The Good Agency, London
Added
May 12, 2012
Medium of Communication
Direct mail, press advertising
Target Audience
Individuals
Type of Charity
Healthcare, religion related, seniors.
Country of Origin
UK
Date of first appearance
September, 2007

SOFII’s view

The ideas that look most obvious and the execution that looks so easy and straightforward of course rarely are. There’s no such thing as simple creativity. But here is a great idea executed with flair so as to be instantly clear and appealing. No wonder it has won major awards for Jewish Care and their agency*. The campaign speaks to enlightened self-interest in a very direct and imaginative way. The use of post-it notes instantly puts the reader on the side of the person who, through necessity, was forced to use them. We can all imagine such a situation striking a loved one, or even ourselves. Brilliant fundraising.

*2008 Third Sector Excellence awards, best direct marketing campaign.

Creator / originator

Simon Frank /Angela Stedman at The Good Agency.

Name of exhibitor

Simon Frank, joint creative director at The Good Agency, London

Summary / objectives

To persuade members of the Jewish community to support Jewish Care.

Background

Jewish Care is the largest health and social care organisation serving the Jewish community in London and the south east of England. They run over 70 centres and services, caring for more than 7,000 people every week.

They work right across the community, with both young and old, and provide care regardless of the level or nature of an individual’s religious observance. In doing so, their care recognises people’s differences as well as their similarities.

By using post-it notes in the press advertisement, they show dramatically what it feels like to have dementia, as well as describing how Jewish Care is helping people who have this horrible disease and their carers. The leaflet tells the very moving stories of two families.

Costs

c. £33,000.

Results

ROI of 6:1; raised £200,000

Merits

It's great!