Did you know that generous donations of goods will end up in landfill during times of emergency? This is a serious problem that the World Food Programme (WFP) chose to address through an engaging and interactive website. More recently, coinciding with the cyclone season in the Pacific region, a digital media campaign was activated.
Making the message memorable
The challenge was to change behaviours in a way that made the message stick and was shareable. Although disaster relief happens in serious times, we chose to inform and enlighten in a way that wouldn’t create stress or guilt to those that had previously provided goods. Taking people on a journey using website animation, interactivity and providing a calculator to see the benefits of cash helps people to understand the consequences of their actions and makes it easier for people to share the key message – Donate Responsibly.
Getting the message further afield
To complement the website, 360South was entrusted by WFP to further promote the Donate Responsibly message about generosity and how best to donate. The remit – a digital marketing campaign to link into their traditional media engagement and placement whilst complementing the user journey on the website.
360South’s response – a short burst paid social media campaign across stakeholder platforms and Google Ads targetting two key broad audiences across Australia and New Zealand, namely charitable donors and the Pacific Diaspora community. Graphically designed social cards and animations using attention-grabbing imagery were developed as part of this program, and also for WFP use in an organic social campaign which will run alongside the paid campaign.
As the project champion, 360South have provided continuity on this project from inception, and will analyse and report on the campaign at intervals using agreed key performance indicators, with the purpose of enabling WFP to allocate resources for future campaigns.
