Thinking
Canon was looking for a brand campaign to create a link between
people's passion for creative imagery and people's passion for a
cause.
Based on the belief that a single image can change the world,
the aim was to inspire New Zealanders through photography to
capture an image with the chance to win $25,000 for their nominated
charity. DBPR was called upon to engage with charities to secure
registrations and drive public awareness of the severe lack of
funding that was impacting these charities in the tough economic
climate.
What was done
Working closely with Canon Oceania, a dedicated website was
developed for Creative for a Cause. On the site charities where
able to nominate or be nominated as a potential recipient of the
funding. DBPR obtained maximum reach by utilising a Charitable
Board to contact registered not-for-profit organisations across the
country.
We partnered with five top photographers to populate the site
with some example images ready for launch. Kiwis were made aware of
the campaign through a comprehensive media strategy to gain
mainstream exposure, combined with a major online and social media
component to put out the call to action.
DBPR drove the majority of the campaign through Facebook,
Twitter, blogs, online photography forums and charity websites,
calling for images that best depicted the charities and a public
vote for the top 25 images to be judged.
The result
With over 200 New Zealand charities registering and over 800
images uploaded in its inaugural year, the competition was a PR
success story. Creative for a Cause generated a phenomenal amount
of positive feedback from charities, photographers and the voting
public.
The competition also enjoyed significant media coverage
including a story on Breakfast TV, an article on page three of the
Sunday Star Times and another on the New Zealand Herald website, a
two page feature in Photographers Mail and various other print and
online mentions.
www.canon.co.nz