Young Lions - Sarah and Bev

Young Lions Media 2009

Young Lions - Media 2009

“... the act of humanitarianism comes down to one

thing: individual human beings reaching out to their

counterparts who fi nd themselves in the most diffi cult

circumstances. One bandage at a time, one suture at a time, one vaccination at a time.”

– Dr. James Orbinski, 1999


Target Vitals

A35-54: largest% of dollars given

54+ donations are mostly to religious affi liations

Male and Female: Females donate more frequently but males

donate larger amounts

$60,000+: top 25% of donors give 82% of dollars

Individuals who are able to donate at least $100 & those able

to donate $500+

Married, no children in house

Caring Canadians - Canada Survey of Giving, Volunteering and Participating, Statatics Canada, 2006

BBM RTS Canada, Fall ‘08

AGE

SEX

HHI

HHS


Canadians donate because: - They feel compassion towards those in need - They want to help a cause in which they believe - They want to make a contribution to their community*

Our challenge is to develop a media strategy that will connectwith Canadians emotionally and intelligently, inspiring them to donate despite economic conditions.

* Caring Canadians - Canada Survey of Giving, Volunteering and Participating, Statatics Canada, 2006

Key Target Insight


Strategy

Healing can start anywhere. A simple thing as small as

a bandage or folding a newspaper can change something

in an unexpected way.

Using this concept with a bandage representing healing

creates impactful and interesting media, which when

executed at the target’s relevant touch-points, will

inspire compassion, and therefore donation.


Innovative Media Solution


Newspaper ad

Target group reads daily newspapers regularly.

Half page full-colour

ads in major dailies.

Reach: 38.28%

Frequency: 2.39x

Budget: $361,807 net


Newspaper ad

Ad has instructions to

fold paper at a point

which changes the

message.

This connects to the

concept that a small

action can make a

change.


Families without medicine.

Help us help others, one bandage at a time.

Find out how to donate at www.msf.ca

Magazine ad

Target is regularreader of verticals.

Ad uses real

bandages to change

message, drawing

the reader’s eye.

Budget: $106,860 net


Direct Mail

Direct mail is relevant to target and provides a high response rate for charitable donations.

Targeting Ontario

only due to high

concentration of

donors.

Budget: $80,000


one bandage at a tim

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one ba

nda

ge

at a

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ehelp us help others

help

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elp

othe

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help us help othersone bandage at a time

www.msf.ca

OOH

Target travels often making airports a touchpoint.

Barrier lines at

check-ins transformed

into bandages with

related messaging.

Budget: $142,850


Online Search

SEM Campaign

using words that

relate to target rather

than charities with

sponsored links.

Budget: $23,600


Online Display

Top sites chosen based on target usage.

Conbined leaderboardsand big box that interact using a voken.

Connects with printmessaging.

Reach: 10.52%Frequency: 1.2%Budget: $119,250


MEDECINS SANS FRONTIÈRES2009 Capital Campaign

Date: March 29, 2009Revision: Original

July August September29 6 13 20 27 3 10 17 24 31 7 14 21

NEWSPAPER Fold over ads # of insertionsNationalGlobe & Mail 1/2 Page, Full Colour - News 3 $102,066

OntarioToronto Star 1/2 Page, Full Colour - News 3 $116,150Ottawa Citizen 1/2 Page, Full Colour - News 3 $27,720

WestCalgary Herald 1/2 Page, Full Colour - News 3 $20,785Vancouver Province 1/2 Page, Full Colour - News 3 $19,143

QuebecThe Gazette 1/2 Page, Full Colour - News 3 $28,555le Journal de Montreal (French) 1/2 Page, Full Colour - News 3 $32,341

AtlanticChronicle Herald 1/2 Page, Full Colour - News 3 $15,047

Total Newspaper $361,807

MAGAZINE Bandage tip ons # of insertionsOntario/WestMacLean's Full page, Full colour w/ tip on 1 $38,726Reader's Digest Full page, Full colour w/ tip on 1 $40,800Food & Drink Full page, Full colour w/ tip on 1 $27,334

Total Magazine $106,860

OOHAirport Execution Bandage Line Barriers w/ signage # of facesOntarioToronto Pearson International Stunt Execution & 5'x9' Banners 8 $31,960Hamilton International Stunt Execution & Posters 4 $21,760WestVancouver International Stunt Execution & Backlits 4 $33,320Calgary International Stunt Execution & Posters 4 $29,920QuebecMontreal - Dorval International Stunt Execution & Departures Banner 1 $24,431AtlanticHalifax - Stanfield International Stunt Execution & Posters 3 $17,000

Total OOH $158,391

ONLINEDisplay Leaderboard & Big Box w/ voken # of impressionsMSN.com CPM = $45.00 1,000,000 $40,000Yahoo.ca CPM = $30.00 750,000 $26,250CTV.ca CPM = $45.00 800,000 $32,000The Weather Network CPM = $40.00 600,000 $21,000

Search Sponsered links to unexpected searches # of clicksGoogle CPC = $1.00 10,000 $10,000Live.com CPC = $0.85 9,000 $7,650Yahoo CPC = $0.85 7,000 $5,950

Total Online $142,850

DIRECT MAIL Bandage DM pieceOntario List Rental & Postage $80,000

Total DM $80,000

BROADCASTTV PSAs :30s brand sell to depend on station $0RADIO PSAs :30s brand sell to depend on station $0

Total Broadcast $0TOTAL MEDIA SPEND: $849,908

All Costs taken from CARDonline. Line rates based on charitable rate where available, on volume level rate if no charitable rate provided.Where rates were unavailable or available only on request from publishers, costs were approximated using similar publications.

Details Net Cost

Young Lions - Sarah and Bev

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