Arts Centre Melbourne: Sally's First Show

Ogilvy

Entry Information

Category: Not-For-Profit
Country where program ran: Australia
Dates program started/ended: May 2011 – July 2011

Product Description:

The First Call Fund is a charity set up by Arts Centre Melbourne to help disadvantaged and regional children experience the performing arts firsthand.

It makes the performing arts accessible to children who might otherwise have never had the opportunity to experience a live performance.

Advertiser/Client Name: Arts Centre Melbourne
Media Channels: Direct

Strategy

Marketplace challenge:

We were tasked to raise $20,000 for the First Call Fund with single mailer in a very competitive environment.

2011 had been a tough year for charities with five natural disasters in our region competing for funding – two floods and a cyclone in Australia, an earthquake in Christchurch and a tsunami in Japan.