Life Education Australia — Healthy Harold the giraffe business appeal
- Exhibited by
- Steve Thomas
- January 30, 2020
- Medium of Communication
- Target Audience
- Major donors
- Type of Charity
- Country of Origin
- Date of first appearance
In this brilliant appeal, Life Education were able to tap into the iconic nature of their mascot Healthy Harold and use it to their advantage. The letter had a clear yet detailed approach which gave major donors a vision of what their money could and would achieve for beneficiaries. And we believe that's why this campaign was able to earn something very important indeed – the donor's trust.
Every Australian knows Healthy Harold. As the mascot of Life Education, he goes to schools to talk to kids about smoking, drugs, healthy eating, bullying and so on. Healthy Harold has been around for over 35 years, travelling Australia in mobile learning centre vans and reaching out to the country’s youth and their parents.
Life Education itself works to help children and young people make safe and healthy life choices through empowering education. Their aim is that every child and young person should achieve their potential.
Up until 2015, however, the corporate community in Queensland had not been approached for their support. So the decision was made to send a letter to these potential donors, within the state.
Creator / originator
Steve Thomas and, for Life Education, Greg Potent.
The proposal sent to prospective donors was simple – you might even argue crude – but hugely effective. Simple bullet points outlined Life Education’s mission, objectives and how donors could make a difference in the lives of young people.
Here is the breakdown that was included with the letter:
The amounts requested and explained were ambitious and detailed but presented in clear and concise terms, allowing donors full visibility of where their money would go.
Influence / impact
The letter only went to a few hundred prospective donors in Queensland but the response was terrific. The combination of a clear ask, paired with the iconic voice of Healthy Harold, had a strong impact on donors.
The campaign brought in A$70 thousand including an incredible single A$50 thousand donation, which is a record for me, beating a previous high of A$35 thousand. Never before in my long and varied career has one donor sent so much in one go.