Young Lion award winning media plan for Doctors Withiout Borders that sent Bev and Sarah to the south of France for a week

1. Young Lions
Media 2009
Young Lions - Media 2009
“... the act of humanitarianism comes down to one
thing: individual human beings reaching out to their
counterparts who find themselves in the most difficult
circumstances. One bandage at a time,
one suture at a time, one vaccination at a time.”
– Dr. James Orbinski, 1999

2. Young Lions
Media 2009
Target Vitals
AGE
A35-54: largest% of dollars given
54+ donations are mostly to religious affiliations
SEX
Male and Female: Females donate more frequently but males
donate larger amounts
HHI
$60,000+: top 25% of donors give 82% of dollars
Individuals who are able to donate at least $100 & those able
to donate $500+
HHS
Married, no children in house
Caring Canadians - Canada Survey of Giving, Volunteering and Participating, Statatics Canada, 2006
BBM RTS Canada, Fall ‘08

3. Young Lions
Media 2009
Key Target Insight
Canadians donate because:
- They feel compassion towards those in need
- They want to help a cause in which they believe
- They want to make a contribution to their community*
Our challenge is to develop a media strategy that will connect
with Canadians emotionally and intelligently, inspiring them
to donate despite economic conditions.
* Caring Canadians - Canada Survey of Giving, Volunteering and Participating, Statatics Canada, 2006

4. Young Lions
Media 2009
Strategy
Healing can start anywhere. A simple thing as small as
a bandage or folding a newspaper can change something
in an unexpected way.
Using this concept with a bandage representing healing
creates impactful and interesting media, which when
executed at the target’s relevant touch-points, will
inspire compassion, and therefore donation.

5. Young Lions
Media 2009
Innovative Media Solution

6. Young Lions
Media 2009
Newspaper ad
Target group reads daily
newspapers regularly.
Half page full-colour
ads in major dailies.
Reach: 38.28%
Frequency: 2.39x
Budget: $361,807 net

7. Young Lions
Media 2009
Newspaper ad
Ad has instructions to
fold paper at a point
which changes the
message.
This connects to the
concept that a small
action can make a
change.

8. Young Lions
edicine.
Media 2009
ithout m
Families w
Magazine ad
Target is regular
reader of verticals.
Ad uses real
bandages to change
message, drawing
the reader’s eye.
a time.
ndage at
rs, one ba www.msf
.ca
Help us help othe onate at
Find ou t how to d
Budget: $106,860 net

9. Young Lions
Media 2009
Direct Mail
Direct mail is relevant to target
and provides a high response rate
for charitable donations.
Targeting Ontario
only due to high
concentration of
donors.
Budget: $80,000

10. Young Lions
Media 2009
OOH
help us help others
one bandage at a time
Target travels
often making
airports a touch www.msf.ca
point.
Barrier lines at one
b
check-ins transformed
he l
pu a e
n he
m s
ti
da lp other e
r
s
e b us help othe
age at a
ge a
into bandages with
t a tim
related messaging.
and
s
p
he
l
on
Budget: $142,850

11. Young Lions
Media 2009
Online Search
SEM Campaign
using words that
relate to target rather
than charities with
sponsored links.
Budget: $23,600

12. Young Lions
Media 2009
Online Display
Top sites chosen based
on target usage.
Conbined leaderboards
and big box that
interact using a voken.
Connects with print
messaging.
Reach: 10.52%
Frequency: 1.2%
Budget: $119,250

13. Young Lions
Media 2009

14. Young Lions
Media 2009

15. MEDECINS SANS FRONTIÈRES
2009 Capital Campaign
Date: March 29, 2009
Revision: Original
July August September
Details Net Cost
29 6 13 20 27 3 10 17 24 31 7 14 21
NEWSPAPER Fold over ads # of insertions
National
Globe & Mail 1/2 Page, Full Colour - News 3 $102,066
Ontario
Toronto Star 1/2 Page, Full Colour - News 3 $116,150
Ottawa Citizen 1/2 Page, Full Colour - News 3 $27,720
West
Young Lions
Calgary Herald 1/2 Page, Full Colour - News 3 $20,785
Vancouver Province 1/2 Page, Full Colour - News 3 $19,143
Media 2009
Quebec
The Gazette 1/2 Page, Full Colour - News 3 $28,555
le Journal de Montreal (French) 1/2 Page, Full Colour - News 3 $32,341
Atlantic
Chronicle Herald 1/2 Page, Full Colour - News 3 $15,047
Total Newspaper $361,807
MAGAZINE Bandage tip ons # of insertions
Ontario/West
MacLean's Full page, Full colour w/ tip on 1 $38,726
Reader's Digest Full page, Full colour w/ tip on 1 $40,800
Food & Drink Full page, Full colour w/ tip on 1 $27,334
Total Magazine $106,860
OOH
Airport Execution Bandage Line Barriers w/ signage # of faces
Ontario
Toronto Pearson International Stunt Execution & 5'x9' Banners 8 $31,960
Hamilton International Stunt Execution & Posters 4 $21,760
West
Vancouver International Stunt Execution & Backlits 4 $33,320
Calgary International Stunt Execution & Posters 4 $29,920
Quebec
Montreal - Dorval International Stunt Execution & Departures Banner 1 $24,431
Atlantic
Halifax - Stanfield International Stunt Execution & Posters 3 $17,000
Total OOH $158,391
ONLINE
Display Leaderboard & Big Box w/ voken # of impressions
MSN.com CPM = $45.00 1,000,000 $40,000
Yahoo.ca CPM = $30.00 750,000 $26,250
CTV.ca CPM = $45.00 800,000 $32,000
The Weather Network CPM = $40.00 600,000 $21,000
Search Sponsered links to unexpected searches # of clicks
Google CPC = $1.00 10,000 $10,000
Live.com CPC = $0.85 9,000 $7,650
Yahoo CPC = $0.85 7,000 $5,950
Total Online $142,850
DIRECT MAIL Bandage DM piece
Ontario List Rental & Postage $80,000
Total DM $80,000
BROADCAST
TV PSAs :30s brand sell to depend on station $0
RADIO PSAs :30s brand sell to depend on station $0
Total Broadcast $0
TOTAL MEDIA SPEND: $849,908
All Costs taken from CARDonline. Line rates based on charitable rate where available, on volume level rate if no charitable rate provided.
Where rates were unavailable or available only on request from publishers, costs were approximated using similar publications.