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!
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