Media Components
Iraq Television PSA (fr)
This 30-second French Television PSA "Iraq", CARE's response to the Iraq conflict, was straightforward and simple, and drew upon the traditional "CARE Package" as a key visual element to elicit donations to help this troubled part of the world. Iraq Television PSA (en)
This 30-second French Television PSA "Iraq", CARE's response to the Iraq conflict, was straightforward and simple, and drew upon the traditional "CARE Package" as a key visual element to elicit donations to help this troubled part of the world. Iraq Radio PSA
As the violence in Iraq escalated, it was important for CARE to assure donors that the organization was hard at work helping the innocent victims of the conflict. This radio PSA relies on strong sound effects and a dramatic read to convey the urgency of donations to CARE to help it continue its work in the Middle East. Iraq Print Campaign
"Iraq", CARE's response to the Iraq conflict, was straightforward and simple, and drew upon the traditional "CARE Package" as a key visual element to elicit donations to help this troubled part of the world. |
Enlgish and French 30-second Television Commercials, English and French Radio Commercials, English and French Newspaper Print Ads. To attract donors, and make a very gentle statement about the conflict in Iraq while continuing to position CARE neutrally in an extremely volatile political situation. Increase brand confidence and speak directly to the experience and long-term presence of the organization; Convey CARE’s non-political stance; Respect the need to ensure the continued safety and effectiveness of CARE workers already in Iraq. HyperActive developed, produced and deployed an English and French national print, radio, and television PSA campaign that drew upon a seldom-used icon of CARE, the humble cardboard box known as the “CARE Package”, as a strategy that would attract new donors by re-linking them to the brand promise. Radio and TV spots aired continuously during a two-month period, and are still airing in Quebec more than a year after their distribution, continuing to position CARE Canada as a responsive organization. HyperActive proudly continues to work with CARE Canada in a major communications agency function on a number of international projects. |
Project Types:
MARKETING
MOTIVATIONAL
GENERAL COMMUNICATIONS
SEND TO A FRIEND |
TV Spot
Radio
Print