Disaster Emergency Committee: East Africa Food Crisis

To make an impression in the fiercely competitive charity market, East Africa Food Crisis had to stand out from the crowd by outthinking rather than outspending other charities in the UK.

Disaster Emergency Committee: East Africa Food Crisis

Neo@Ogilvy and OgilvyOne London

THE TEAM

Patrick Heyer, Valentina Spinelli, Attila Royaards.

WHAT IS WONDERFUL ABOUT THIS WORK?

We out thought our competitors rather than outspending, focusing on highly targeted PPC activity and less cluttered channels. Donations exceeded £3,275,000 via 47,400 donations. That's 132m vaccinations for children or safe water for 52.8m people.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

This sector is one of the most competitive, with over 170,000 UK charities. The battle is most acute in the search arena, where your Google position is everything. Rankings are...

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