Our campaign was built on the belief that everyone has the capacity to be a good person. Our creative task was to bring to life the idea that charity can be a lot simpler than you think – and that everyone can do a bit of good in the world. We had a 6-week recruitment period to work with, so we launched with press, billboards, Web banners, and internal posters all driving to the website. Viral movie clips were sent in the last week of the campaign to drive final entries.

With outdoor, direct mail, press, viral, and internal communications all directing people to Vodafone’s microsite, nicepeople.co.nz, we were able to register over 28,000 site visits. This integrated campaign brought in 528 good-quality applications, exceeding target by 76%. The 2005 campaign delivered significantly more entries than years past, with a 59% increase over 2004 and 77% increase over 2003. 26 applications for the mini World of Difference programme were received, exceeding target by 30%.