Case Study 9

Forgot-me-not-day

The Brief
Promoshop® was briefed to create an unique premium to drive a special fundraiser for the Royal Womens Hospital.  The hospital had previously successfully used lapel pins of its corporate logo but the previous year had shown a drop off in donor purchases, many of whom already had these pins from previous fundraising campaigns.

The brief highlighted an interesting fact that had not previously been utilized in any previous campaign – that Melbourne was full of women who had either been born at the Womens themselves or who had given birth to their own children there.  The major proportion of these women were very positively disposed towards the RWH and represented a significant potential donor base.

The Execution

Forget-Me-Not Day
Promoshop® conceived and sourced the now collectible 18ct gold-plated hard enamel cloisonne ‘Forget-Me-Not’ pin with piston clasp that allowed it to double as a jewellery quality tie tack.  We then organized merchandising and sales via all Woolworths/Safeway checkouts, backed with 6 weeks community TV featuring Jennifer Keyte, who it turned out had been born at the Womens.  Jennifer became the spokesperson for Forget Me Not day and enthusiastically gave her time for press and corporate appearances in addition to starring in a free TV commercial with the theme

‘Remember The Womens … Buy a Forget-Me-Not’ pin!

The Result
Forget-Me-Not Day more than doubled its fundraising budget, with sales of Foget-Me-Not pins easily outstripping Red Nose Day in terms of numbers of premiums sold in that year.