Project Overview
Every day over 350 Australians are diagnosed with cancer. By getting involved in Cancer Council’s Daffodil Day, the community helps raise much needed funds to go towards Cancer Council’s vital work in cancer research, support services, prevention programs and advocacy. Ansible and media agency Initiative worked together with Cancer Council to create a far reaching donation and personal dedication technology platform to engage and connect the community on and around Daffodil Day.
Project Commissioner
Project Creator
Team
Ansible Media Team SYD
Ansible Design Team BNE
Ansible Dev Team ADE
Project Brief
Cancer Council’s Daffodil Day has been a key fixture in the calendars of Australians since the 1980’s. Given the maturity of the event, Cancer Council wanted to explore new ways to reinvigorate Daffodil Day and further build emotional connections between the Daffodil and everyday Australians.
Armed with a new strategy and new ‘text to donate’ trial, Cancer Council invited Ansible and media agency Initiative to conceive and develop a solution which would bring technology and their vision together to maximise results.
Project Need
We knew that what 89% of Australians have in common is that they own a smartphone, and on average, Australians spend 34 hours and 55 minutes each month using that smartphone. Reaching Australians where they were already spending their time, on mobile, would be critical to the campaign’s success.
Cancer Council planned to introduce ‘text to donate’ functionality for the first time in 2016. They were also introducing the new messaging “For Someone I Know” around the Daffodil Day campaign. With this in mind, we designed and created a seamless and meaningful digital user journey to engage and connect with the target audience on mobile.
User Experience
To deepen Australians emotional connections to the Daffodil, donations could be dedicated. When a text donation was made, a URL was returned allowing people to dedicate their daffodil to someone they know who has been or is currently affected by cancer. Donations made online could also be dedicated. This new personalisation conveyed the Daffodil as a sign of hope for those affected by cancer and created a strong link between the Daffodil, donation, and donor.
Dedications helped to make the campaign relevant, with thousands of people pledging a personal dedication for the first time. Personal dedications were posted on digital and mobile platforms and were also syndicated live to digital outdoor panels across Australia, using geo-targeting to ensure the dedications were targeted within the state of the donor.
Project Marketing
To coincide with the launch we planned and implemented a targeted mobile media campaign, while Initiative worked with Cancer Council on the vast wider campaign across all key formats including TV, digital, out-of-home, and social with celebrity influencers Michael Clarke and Shannan Ponton.
During the campaign, dedications were shared on Facebook and Twitter, organically creating a greater community for Daffodil Day and prompting even more messages of love and support.On Daffodil Day, in the heart of Sydney’s CBD, Martin Place, dedications were live streamed onto a large digital installation making “For Someone I Know” truly hit home.
The breadth and emotional value behind the marketing solution as a whole succeeded in its objective to motivate the public to actively engage via SMS donation.
Project Privacy
As a major public facing activity, the Dedicate a Daffodil campaign required a number of privacy and security measures. We developed a proprietary Content Management System to allow Cancer Council to moderate the out-of-home panel dedications. A ‘honeypot’ security mechanism was also setup to detect and deflect attempts at unauthorized use of the system, and an automatic profanity filter blocked any nefarious users.
Community Services
Tech are more than ever helping our communities to connect and engage. From emergency service providers to NFPs and social groups, these solutions not only assist in service delivery but provide efficiencies and importantly provide those at the coalface more time to focus on their important work, whether it be fighting fires or managing the local team of volunteers. It's not all serious though we're also looking for apps that work to help bring the community groups together with fun and enjoyable activities and experiences.
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