The Missing Slice
Award Category
NGEN Award - In Support of UN LTD
Agency
Mindshare- John Dawson & Mark Golafshan
Client
The Missing Slice
Sponsor
Objectives
In this category entrants were tasked with carrying the message from one of the charities aligned with the category sponsor, UN Ltd. Batyr's mission is to engage, educate and empower young people to speak out about mental health issues. One in four young adults suffers a mental health issue, but less than a third of those seek help. It is these people that are the focus of Batyr’s work. The organisation’s speakers help those suffering mental illness to seek help, and in order for Batyr to continue to grow it needs more speakers. It needed to focus attention on the 18-to-24-year-old audience, because it is from this audience that speakers can be drawn. Targetting socially connected young people is vital for the charity, as there are 166,000 18-to-24-year-olds attending university who live within 20km of Sydney, Melbourne and Brisbane. The challenge was to start the conversation about youth mental illness among the core audience, increasing the awareness of the Batyr brand and driving participation at its events. This had to be done with a limited advertising spend.
Results
The campaign idea focussed on getting Batyr’s audience to walk its message into their homes and share it. It utilised the personal story of the charity’s founder, Sebastian Robertson and his own battle with mental illness. It needed a social moment when the audience are gathered close around and chose the opening of a pizza box. Research showed that a minimum of 132,000 of the core audience order pizza, which represents 40% of total orders for Dominos. The campaign involved Batyr volunteers giving out vouchers for discount pizzas at university open days. The individual orders a pizza using the voucher and in each box one pizza slice is missing, with the tagline ‘themissingslice.com.au’ in its place. The individual and his friends are directed to the website displaying Sebastian’s story. The next day they see a street poster with the question ‘Have you seen my missing slice?’. The individual pulls a tab off the poster and uploads a hashtagged photo to Instagram. When the friends next meet they are talking about how Pedestrian.tv has featured a story about The Missing Slice. The individual goes to the Batyr Facebook page, likes it, and receives an invitation to an event at his university where the missing slices will be served. At the event they hear from an inspiring speaker. From this event new speakers emerge, new stories are shared and the stigma around youth mental illness disappears. A minimum 396,000 impressions are garnered with no media spend as the campaign drives conversation.
Judges Comments
Great, fresh, new thinking! Solid understanding of the task, detailed implementation and hardly any budget used.
