Through-The-Line Campaign | CSI Drive | Purpose-Led Marketing
Reach For A Dream is a charity foundation that gives hope to children suffering from life-threatening illnesses by making their dreams come true. Their largest annual fundraising campaign is Slipper Day, which they do in partnership with Wimpy, Dis-Chem and Pick n Pay. During this time, they call on all South Africans to show their support by purchasing their Slipper Day Stickers at any of these outlets. As Reach For A Dream’s official agency partner, Sauce Advertising needed to create a through-the-line campaign that drove awareness for the special day and sticker sales.
This campaign required us to be exceptionally resourceful and to rely heavily on the goodwill of Sauce employees, our suppliers, RFAD partners, and even international music publishers and musicians. The reason being, that this was a donation drive for a charitable organisation and a pro bono job for the agency. Considering this, being all-inclusive would be a challenge.
To drive donations for these vulnerable children we had to create an emotive campaign that pulled at heartstrings to loosen purse strings. The key was to bring a dreamer’s story to life. This made it ownable and would differentiate us from the content of similar initiatives. From the first moment, people needed to feel for this dreamer and know that this is a Slipper Day campaign. This led us to create a TVC that told the story of a little dreamer and we told it by focusing on her slippers. We followed her slippers through an emotional journey that highlighted our dreamer’s playful innocence and the disruptive nature of her illness. We ended off on other slippers gathering around her, in a show of support.
This became our central campaign message and also the spirit in which this campaign was created.
In our radio ad, we focused on delivering the central campaign message and featured the voice of an 8-year-old girl to create a strong tie into our central content piece. This ad was also translated into Zulu and Afrikaans to broaden the appeal of the campaign. The slippers in our video also took on a life of their own and became the leading visual for all of our social, outdoor and in-store executions. We even managed to make a dream come true in the process of creating our TVC, seeing as our actress is a little dreamer who dreams of becoming an actress.
The previous year, before we became Reach For A Dream’s official agency, their donations totalled R6.6 million. This year we raised an impressive R8 million with this campaign! By standing together for this inspiring initiative, we made about 6 000 dreams come true!