Multimedia
Marketing Campaign

Brief: Blisters for Bread is a charity family fun walk and the major annual fundraiser for PSFA, and they wanted to leverage the event within the media with a paid-for campaign and a PR campaign.

Blisters for Bread needed a central coherent theme to help encompass and support the brand messages, and to set the tone for the communications and creative elements of the 2015 campaign. It was important for the theme to stem from an insight related to the study of school feeding. For Blisters for Bread 2015, we could incorporate its central tagline, “You cannot teach a hungry child”, but we needed a strong statement that people could identify with and thereafter participate in the event, either by physically walking or through donations.  

Solution: We created various PR hooks and leverage pro-bono advertising that really got the media’s attention.

In terms of return on investment for the client, it was the most successful campaign for PSFA’s Blisters for Bread since its inception on 1968. We built on previous campaigns, where we had managed to generate over R 3 million worth of publicity, but we needed to beat our previous targets. We chose to accentuated the reasons for feeding, namely:

I’m walking to feed …
I’m walking to feed futures…
I’m walking to feed equality…

We also matched these statements with the opening statement, “I’m giving to feed…”, since those who were not able to walk could donate. We created TV, print, online, mobile and out of home adverts, and Heart FM created a radio advert. LIFEbrand was able to harness newsworthy content and generate R 4,4 million worth of publicity and free advertising within the television, radio, outdoor, social media, online and print media arena. This has been our most successful media campaign to date. Besides general awareness, giving increased significantly during these campaign periods.