AWARDS
MMA Smarties Awards (Small Budget Big Impact) – Gold Award
Assegai Integrated Marketing Awards (Not for Profit) – Bronze Assegai
Assegai Integrated Marketing Awards (Campaign for CSR - Social Good) – Leader Assegai
Assegai Integrated Marketing Awards (Campaign for under R500k) – Leader 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
Reach for a Dream hosts various fundraising initiatives throughout the year, but none come close to the magnitude of Slipper Day. This is the organisation’s most important drive for donations which ensures they can make dreams come true throughout the year.
Campaign objectives:
– Raise awareness for Slipper Day
– Showcase the good work Reach for a Dream is doing
– Drive sticker sales
– Substantially increasing our donations year-on-year
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
We wanted people to step into our dreamers shoes and experience life from their perspective, the highs to the lows and everything in-between. The campaign needed to become a powerful CTA for people to join and support the cause. This is how ‘Step into my Slippers’ was born, and how we used slippers, the official footwear for Slipper Day since its inception, as a creative vehicle to tell the stories of the dreamers, the parents, the doctors who treat the kids, the people who make up Reach for a Dream, and the sponsorship partners and influencers whom they've worked with for many years.
We set ourselves a challenge: to see if we can cut the already minimal budget even further, but still exceed the amount raised from 2023.
Our solve was to take the 2022 TVC for Slipper Day, but re-edit it in such a way that it would work with our campaign idea ‘Step into my Slippers’ and in a way that was ownable and differentiated us from the content of similar initiatives.
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
THE RESULT
R7.5 million was raised, which roughly equates to a total of 400,000 stickers sold (70,000 more than 2023) and 1000 dreams being realised (200 more than 2023). The hard costs of the campaign equated to R325,000, which means we achieved an ROI of over 2,338%!
Almost R1.4 million more was raised compared to last year (2023 total donations – R6.1 million) proving increased awareness of Slipper Day.
By reusing and reediting previous footage we were able to save 38% on costs vs last year, resulting in more funds going towards realising more dreams.