Mom, Professional, Superwoman
THE ORGAN DONOR FOUNDATION
MOM, PROFESSIONAL, SUPERWOMAN
2012
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BRIEF
For the purpose of this brief your strategy should focus on the “Save Seven Lives” and “Tell Your Family Today” message. The above mentioned are the two messages the Organ Donor Foundation wants to communicate for the foreseeable future concurrently. The Organ Donation Foundation of South Africa requires an Integrated Brand Campaign (IBC), using various social media platforms, direct marketing methods and other media in order to create awareness receive donations and get members of the public to register as organ donors.
 
TARGET MARKET
                                                                           • 32-42 Year Old White Women
                                                                           • Married with young kids or no children
                                                                           • LSM 6-7
                                                                           • Family orientated
 
CONCEPT
As a woman of that age, most are working hard at their careers, yet at the same time they have kids that need their support. Although it is a tough job for one woman to do, they try to embrace every minute of it. Therefore, they know how to get the most out of every minute of the day. But what if something tragic happens? That is time they can never get back. This is where the number 7, within the clocks, comes into play.
 
As a woman, even in death they would want to do anything for their loved ones. The clocks convey the message “You never known when any of us will need someone's help”. Become an organ donor today, because as a woman, the world will always reply upon them.
DESIGN ELEMENT
LIMITED EDITION ABSA BANK CARD
To create a relationship with donors and give them recognition for donating, ABSA will offer an ODF Bankcard to all the women who correspond with the chosen target group and give them the opportunity to register with the South African Organ Donation Foundation. Every time a withdrawal or purchase is made using this card, ABSA will donate an undisclosed amount to the foundation.
STATIONERY
When completing the registration form through Absa, 1st for women or the direct mailer, the applicant is entitled to a free promotional item of choice. The locket can be used as a photographic keepsake, while the bumper stickers can indicate their organ donor status to the world and perhaps encourage others to donate as well.

                                                                                                  -  includes:
                                                                                                  •  Bumper Sticker
                                                                                                  •  Registration Form
                                                                                                  •  Promotional Items
                                                                                                  •  Direct Mailer

 
PROMOTIONAL ITEMS
Research also showed that these women like to read magazines in their spare time, such as Marie Claire, so to take advantage of this, the foundation would commission an article telling readers interesting facts about organ donation. They would also give away free promotional items, in this case a variety of compact mirrors with each purchase of the magazine. The compact mirrors would have different slogans, such as “have a heart”, which would let our target audience think, when looking at themselves in the mirror.
                                                     ENVELOPE DESIGN / DIRECT MAILER DESIGN
                                                                                 -  includes:
                                                                                                           •  Invite Design
                                                                                                           •  Registration Form
                                                                                                           •  Post Card
                                                                                                           •  Family orientated

 
AMBIENT
For the ambient media real clocks will be placed in places of interest and frequently visited “womenonly” type venues, to envoke curiosity.
                                                                                                           -  includes:
                                                                                                           •  Ambient placed in ladies room
                                                                                                           •  Ambient placed in a woman's clinic
                                                                                                           •  Ambient placed in a ladies gym
                                                                                                           •  Ambient placed in a woman's clothing store
REGISTRATION FORM UP CLOSE
note:
The organ donor foundation's logo, including the slogan, was not created by Telita Esterhuizen, but is the known official branding of the institution.
Mom, Professional, Superwoman
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Mom, Professional, Superwoman

Module: Communication Design III Medium: Prints, Stationery, Ambient, Promotional Items, etc. Year: 2012 Lecturer: Miss Christa van Zyl Client: Read More
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