Client: Concern Worldwide

Brief: Concern, the Dublin based international relief and development charity adopted a five-year growth strategy based on direct marketing. One particular event needing immediate attention happened in early 2003. An emergency conflict began in the impoverished region of Darfur after a rebel group began attacking government targets. Millions have fled their destroyed villages, with many heading for camps near Darfur's main towns. But there is not enough food, water or medicine for the huge numbers of displaced people affected by the fighting and rebel attacks. At the start of the conflict world attention was not focused on Darfur and this crisis needed immediate attention and money.

Response Summary: Total Media Charities & Campaigning Organisations worked with Concern to get a direct response ad made at speed, to help focus attention AND raise funds on main tv and cable stations in the Republic of Ireland. The tv was pre-tested in the UK using whole page copy on back page of the Guardian and "washed its face" so tv stage beckoned first in ROI. Campaigns pursuing monthly donors have used a wide variety of integrated media including: cold direct mailings, reciprocal mailings, door drops, press inserts, display ads, email and banner ads all in addition to DRTV.

Result: Concern’s 5-year goals have been achieved within two years, during which fundraising income increased by 76% and regular donors have rocketed from 8,000 to 95,000. Winner 2002 Institute of Direct Marketing Custometrics / Marketing Week Business Performance Gold Medal