Cannes Lions

MANUS CAIS CHARITY EVENT

OGILVYONE WORLDWIDE, Lisbon / ASSOCIACAO CAIS / 2005

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OVERVIEW

Description

The majority of social issues approached by solidarity initiatives are expressed in the help signs that beggars use on the streets. Sending some of these cards to the would-be jurors was a way of showing that public service initiatives are effective and that the people who used those cards no longer needed them. The headline clarified the aim of the mailing, explaining that there were many people/institutions involved in removing those cards from the streets and we just needed their help to recognise some of them.

Outcome

The mailing was sent to five well-respected personalities, inviting them to take part on the jury. Four of them accepted. The one who didn’t is a politician, and since we were on election pre-campaign, he apologised for not being able to attend the MANUS CAIS event. Considering this, we achieved 100% response rate and 80% acceptance rate.

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