Combining Out-of-Home with direct mail activity can be a powerful media pairing in the quest to win more support for your cause. The effect can be to accelerate the impact of the message by reaching people in their public space when out of the home, and to re-enforce and remind at a personal level when recipients receive direct mail.
WaterAid recently launched its To be a girl fundraising campaign by unveiling a series of impactful adverts on over 3,000 buses throughout the UK and reaching an audience of over 30 million people (Source: BUSADS). WaterAid's adverts, in the style of a fairytale, highlighted what life is like for millions of girls around the world who have no access to clean water.
The fundraising target was £1m, plus match funding - as a result of the campaign, the total raised was over £2m, coming from nearly 75,000 gifts.
Bus advertising provided WaterAid an opportunity to launch a highly recognisable campaign and delivered alongside other activities such as direct mail, it can enable the message to be more directly absorbed into the mindsets of consumers.
Further findings from the campaign are highlighted below:-
There was an increase in gifts coming from new supporters, with 59% of gifts coming from cold donors.
WaterAid saw a significant increase in online donations, with 36% making donations online.
82% of those donating online were from new supporters.
The success of online donations would suggest that the Bus advertising was highly effective.
Overall awareness increased particularly amongst the 35+ age group and the over 55s.
Due to the Bus advertising, there was more of a presence amongst supporters outside of London.
Exterion Media were delighted to be involved with WaterAid's To be a girl campaign. Bus is the perfect platform to broadcast a charitable message, grab attention and raise awareness on a local, regional or national scale.