Donate life‘Not Your Typical Superhero’

Campaign Pitch2010

Presented by Aaron Collis, Amy Sheehy, Mat Kennedy and Lauren McCarthy

The Marketing Problem

• Low awareness of organ registration process.• A goal to increase number of registrations for

organ donation.• Low amount of discussion of organ donation

with family.

The Concept

• Uses light hearted approach.• Expresses that heroes aren’t just superheroes,

sports, music or film stars. They may be the last person you would think of.

• Becoming an organ donor means becoming a hero.

• The characters of Will and Amy represent Central students, the target audience.

Print Campaign: Poster

• Will is a reflection of a young Central student. He is quirky, upbeat but someone you wouldn’t automatically associate the word ‘hero’ with.

• Will is ‘Not your typical superhero’ but is a hero because he signed up to become an organ donor through the donate life website.

Print Campaign: Roll Up Banner

Print Campaign: DL Flyer

• Continues with the ‘Will/Not your typical superhero’ theme

• Easy to read for demographic who’s lifestyle is found to be very busy.

• Emphasises facts relevant to target audience.• Depending on budget allowance can be

printed at cost effective price.

Television Campaign:

• Continues using the character ‘Will’.• Captures target audience through humour.• Very possible filming can be free of charge

donated by Diploma of Film students.• Can be played on various plasmas that are set up

around each campus.• Depending on budget costs can be

placed on media channels such as channels 10,9,7.

Image - Boy, young white shirt normal teenager.Facial expression - Smile cheeky grin

Camera angle – medium shot

Set - White background

VO- Hi my names Will, I can’t fly!

SFX- None

Image – Boy jumping of his bed.

Facial expression – frightening and crinkled

Camera angle – long shot

Set – Boys room, bed, posters etc

VO- none

SFX- crash, garbage cans etc

Image - Boy, young, normal teenager.

Facial expression – Smile cheeky grin

Camera angle – medium shot

Set – White background

VO- I cant scale tall buildings

SFX- None

Image – Boy trying to climb up building walls

Facial expression – determined, biting his lip

Camera angle – medium shot

Set – brick wall, busy area

VO- I can’t scale tall buildings.

SFX- None

Image – Boy trying to climb up building walls

Facial expression – determined, biting his lip

Camera angle – medium shot

Set – brick wall, busy area

VO- I’m not your typical superhero.

SFX- None

Image - Boy, young, normal teenager.

Facial expression – frightening and crinkled

Camera angle – medium shot

Set – White background

VO- But by registering to become an organ donor at donate life, I became a hero.SFX- None

Image – Boy with cape on and wind in hair.

Facial expression – massive grin

Camera angle – medium shot

Set – White background

VO- None

SFX- ta dah, applause

Image – Donate Life log/ awareness week

Facial expression – massive grin

Camera angle – None

Set – White background

VO- So register now at donate life.gov.au to become an organ donor. A hero lies in you.SFX- None

Radio Campaign

• 2 X 30 second commercials.• Uses ‘Will’ to keep theme and also ‘Amy’ who

represents female students to provide gender balance.

• Free production costs from Certificate IV in Radio Production.

• Can be aired free of charge on ‘Boom Radio’• Further stations to be contacted

depending on budget allowances.

Radio Campaign

Will Amy

Internet Campaign: Banners

• Continues again with ‘Will’ character.• Asks audience to participate and click when they

see a ‘superhero’.• Size: 707 X 269 px• Placed on Central website home page and Facebook• Will link to Donate Life awareness page and

then following the awareness weeklink to Donate Life website.

PricingType Specifications Number Cost Where

Poster A3 and A4 200 each In-house ($120 all up if unavailable)

Central Campuses

Flyer A5 200 In-house Central Campuses

Roll Up Banner 1800 X 830 mm

1 banner can be moved around

$90.00 Central Campuses

E- Invite Email size All students In-house Email

Internet Banner

707 x 269 PX 2 In-house Central and Facebook site

TV Commercial 30 Seconds 1 In-house Central campus plasmas/FTA

Radio Commercial

30 Seconds 2 In-house ‘Boom’ radio possibly Nova

Internet Campaign: E- Invite

• Written in relaxed yet humourous tone in order to attract audience to read further.

• Uses Donate Life colour scheme.• Will be forwarded via email to all Central

Students and teachers.

Summary

• Key message ‘Anybody can be a hero’. The status is achieved primarily through registering to become an organ donor.

• Campaign will reach target audience through humour and reflection of demographic attributes.

• Cost efficient with ability to use in-house facilities.

Thank you! Any Questions?