Westpac: Chopper

New Zealand bank Westpac's annual Chopper appeal, for donations to a rescue helicopter service, needed to overcome an increasing reluctance to donate among people who were both cash-strapped and keen to be sure their money was being used wisely.

Westpac: Chopper

Category: Charity/Not for Profit Most Effective Integrated CampaignAgency: .99Client: Westpac

Summary

The annual Westpac Chopper appeal needed a big lift this year. With multiple hurdles to overcome the key was to hone in on the fact that every cent donated could make a real difference to someone's life. The approach worked. This year's appeal achieved record donation levels.

Key learnings

The team at .99 needed to work harder to achieve the objectives which meant they had to nail every potential barrier to donation with a single compelling proposition. As a result three...

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