Pencil Pack
NSPCC
Issue 1 | July 2008
Agency
WWAV Rapp Collins London
Creative Team
Nick Platt;Barney Cockerell
Production Team
Pete Gettings
Date
July 2006
Background
The aims of the campaign were: to raise awareness of the horror of one child, Jeremy’s ordeal and the fact that he is not alone; to increase awareness of payroll giving; and to grow the number of people giving to the NSPCC through payroll (currently only 2% give to charity through payroll). This was to be used as a test before rolling out the campaign to all other WWAV companies and client companies.
Idea
Their strategy was to place a simple but powerful mailer on the desk of every employee on a Monday morning to make sure they took note of Jeremy’s plight and that of the many other children like him and took action. An email reminder was sent out the following morning.
Results
There has been a 5% response rate so far. The average monthly gift before being doubled by WWAV was £10 per person.
Target Audience
All WWAV London employees
Size
250.0