Product category:
Integrated marketing
News Release from: Communicator
Edited by the Marketingservicestalk Editorial
Team on 12 September 2007
Starfish Day supports African AIDS
orphans
Integrated marketing agency Communicator came up with the idea of Starfish Day for a charity that supports AIDS orphans in southern Africa.
Starfish is a charity that supports AIDS orphans in southern Africa and currently supports over 23,000 kids "We desperately need to support more kids", said Ruth Charlton of Starfish, "because every day in South Africa alone 1,000 people die of AIDS, leaving 500 orphans day, after day, after day"
Integrated marketing agency Communicator (which works on a totally free basis for Starfish) developed a big fundraising idea in the form of Starfish Day - which took place on 3 September.
The idea is that one day can make a big difference.
"Quite simply we are asking people to Go To Work for Orphans in southern Africa on 3 September", said Charlton.
"Yes, that's it, give us one day's salary and keep the other 364 days' salary for yourself".
All people have to do is log onto www.starfishcharity.org and follow the Starfish Day links.
Communicator produced a raft of materials to promote Starfish Day including the development of the logo and email footer, t-shirts (to be worn by volunteers who are handing out the newspaper-style leaflets), and a press ad (which the agency tried to place for free in as many publications as possible).
The agency also hosted an evening to raise further money on 3 September at the Barracuda Bar near Liverpool Street in London.
Another big part of this campaign is the use of viral emails being sent out by Starfish Ambassadors (active supporters who are involved with Starfish) to their friends and colleagues, with a request for them to forward them onto their contacts too.
A promotional poster is also attached to the email to help people spread the word in their offices, shops and other places.
Communicator also planned to use Facebook to further promote the day, and enable additional viral activity.
A PR push, offering radio interviews, and a press release, went to all the major national newspapers.
What's great about the campaign is that it hasn't cost Starfish a penny.
Kind folks at Purple Results, Metro and a whole host of other places have given print, design and advertising space for free.
Paul Seligman, CEO of Communicator and a Trustee of Starfish, said: "Our aim is to run a zero cost campaign, so that all funds raised can go directly out to southern Africa rather be spent on marketing".
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