World Vision: "Two Simple Words"
MacLaren McCann
ENTRY INFORMATION
Category: Not-For-ProfitCountry where program ran: CanadaDate program started/ended: November 2009 to present
Product Description: World Vision Canada gives every Canadian the chance to change the life of a child in need through child sponsorship - an ongoing monthly contribution that will help change that child's life, her community and her future.
Advertiser/Client Name: World VisionMedia Channels: TV/Video/RadioOther
STRATEGY
Marketplace Challenge:
By summer 2009, World Vision Canada's (WVC) sponsor acquisition efforts for TV had become a problem. Acquisition costs were rising in...