- 28 Mar ’11
Getting the Girls Round
As shameful as it is, I’m afraid I have to come clean and admit that from time to time this blog will be used as a platform to highlight my own work. You may have noticed this worrying trend already if you are a regular visitor and all signs point to this being a regular occurrence. My apologies in advance if this is not to your taste. Anyway, onwards and upwards. Here’s todays portfolio piece.
“Get the Girls ‘Round” is a campaign from November of last year for the Irish Cancer Society. We were asked to look at improving on a campaign they had run the year before called “Girls Night In” which is based on a successful foreign model (Canada or Australia, I think). The name had been changed to “Get the Girls Round” and the logo redesigned before my involvement. So our brief was really to create a compelling digital strategy to raise participation and donations.
For me, the first and most important change which had to take place was to expand the campaign beyond a simple website and into the social networks. The previous years campaign had been centered around a website using facebook and email to push out invitations. The idea behind the campaign is for women to get together in their homes for a night in and donate the money they would have spent on the night out towards Action Breast Cancer. These are social events, so they are perfectly married to social networks.
The campaign has been a real success for both the Irish Cancer Society and DirectBrand so I’m pretty happy. I’ve included a gallery of screenshots below as well as a slideware presentation which gives some indication of the performance figures. For those of you only interested in design, don’t bother looking, it’s just a lot of numbers and it’ll bore you. For those of you interested in numbers it will blow your mind!! (Well not really, but if you’re easily impressed it might)