AWARDS
Assegai Integrated Marketing Awards (Not for Profit) – Bronze Assegai
Assegai Integrated Marketing Awards (Campaign for CSR - Social Good) – Bronze Assegai
Assegai Integrated Marketing Awards (Campaign for under R500k) – Bronze Assegai
Reach For a Dream is a charity foundation that gives hope to children suffering from life-threatening illnesses by fulfilling dreams these kids have (both big and small). They rely heavily on their largest annual fundraising campaign, Slipper Day, to raise the funds to do so.
THE BRIEF
Get South Africans to show their support by purchasing their Slipper Day Stickers at any participating retailer in order to raise as much funds as possible.
THE CREATIVE SOLUTION
The key was to connect with people on an authentic and emotional level. We needed to showcase what life is like for these children and give them a platform to voice their dreams. Fighting a life-threatening illness can feel all consuming because your entire life is planned around your illness. Between the bad days, the worried looks, the medication, the trips to the hospital, the operations, the ventilators and IV drips, and always being told that you’re not strong enough to do this or that, it eventually feels like there’s nothing else but your illness.
So imagine being asked what your dream is, that if you could do or have anything, what would it be?
Now imagine that dream coming true. That's the moment when you forget about your daily struggle and start feeling something that you haven’t felt in a long time: HOPE. Because if dreams can come true, you realise, then anything is possible.
Step Up & Support Slipper Day became the central campaign message and also the spirit in which this campaign was created.
The radio ad focused on delivering the central campaign message and featured the voice of a young girl to create a strong tie into the central content piece.
Slipper Day Radio Ad
To further strengthen people’s connection to this emotional journey, a reimagined version of the classic track Dream a little dream of me was used as the soundtrack. Local songstress Josie Fields recorded the version, pro bono.
THE RESULT
The campaign ran for roughly 4 weeks and over R6,1 million was raised, which roughly equates to 6500 dreams being realised, and an ROI of 2440%