Transcript mustache march presentationx

Laila Sæunn Pétursdóttir ([email protected])
Marketing and fundraising manager
2008
• Steinar shows up
• Focus:
– To detect cancer early
– Increase knowledge of the
symptoms
What
• Facts and figures
• Articles and PR,
• Talked about cancer in men
•
•
•
•
Banners and advertisment
107.327 brochures to all homes in Iceland
Ribbon sale (13.000)
High success rate
– according to Gallup we reached a high success rate in
regards to the campaign, and infact we beat the
record in Euroe in the public service/public safety
advertisment category
http://www.mottumars.is/steinar-flash
2009
• Steinar again.
– Web-banners, websites, TV, brochures,
advertisement campaign, newsletter, PR
• Tickets sold at the counter at the largest
supermarketchain in Iceland (€1.5, €3, €6)
• Aluminium brouch and tie
• Large sponsors come in
• High success rate – great PR
2010
• Moustache March is launched
• Goal to strengthen the fight against cancer, to promote
knowledge about the symptoms of cancer.
• Many features in the campaign
–
–
–
–
Steinar continues
Selling moustache pins
Selling web banners to companies
Get 1000 men to grow moustache, and sign up at
www.karlmennogkrabbamein.is
– TV-show to continue with the campaign and competition
between those who had got the most funding
Advertisement +40
http://mottumars2010.origo.i
s/einstaklingskeppni/almenn
ar-upplysingar
DOCTORS OFFICE.
*HELLO. CAN YOU CHECK OUT MY
MY MY tttt?
-YOUR TONSILS?
*NO!
-NIPPLES?
*NO, A BIT LOWER.
-YOUR BELLYBUTTON?
*NO BUT YOU ARE GETTING QUITE
CLOSE,
-YOUR TESTICLES?
*YES
-OK THIS ALL SEEMS TO BE IN
ORDER.
*REALLY?
-YES
*OH THANK YOU SO MUCH.
-NO PROBLEM, BUT I SHOULD TELL
YOU I AM NOT A DOCTOR I AM
JUST CLEANING HERE BUT THANK
YOU FOR THE TRUST
Advertisement +18-40
http://mottumars2
010.origo.is/einstak
lingskeppni/almenn
ar-upplysingar
Got the icelandic
awards for the best
NGO advertisment
WHY SHOULD ALL MEN TOUCH THEIR BALLS REGULARLY,?
SIMPLE ANSWER BECAUSE THEN THEY ARE HAVING A BALL. ...
DID YOU HEAR WHAT I SAID. WHAT AM I DOING I AM TOTALLY CRAZY HERE
HEY COMMON THIS IS THE CANCER SOCIETY LET’S NOT HAVE FUN....
BECAUSE IT IS NECESSARY
Success!!!!
www.mottumars.is
Sign in and get people
to support you
Can be an individual or
group
•126.554 visited the website ( 3.500 normally each month) - In total
320.000 people live in Iceland so more than 1/3 of Icelanders visited the
website
•220.000 people on the internet 70% of the nation
•About 2 million views from 114 countries - The 9th most popular
website in Iceland
•The show reached 42% viewers mostly 25-54 male.
•People voted for the campaign 7,7 of 10, 93% of Icelanders saw the ads.
Bearded Iceland
35% of males in Iceland grew a moustache - They talked about the union – when they
saw someone else with a moustache it was like “hey I can talk to you about cancer
2010
• More focus on banners and web
• Twibbon and Facebook
• Conference on cancer, a consultant vistited 50
companies and spoke about the fight against
cancer in men
• Companies link to us
• Photo exhibition
• The male day
PR versus donations
Development over the years
350,000.00 €
300,000.00 €
250,000.00 €
200,000.00 €
150,000.00 €
100,000.00 €
50,000.00 €
- €
2008
2009
2010
2011
How to prepare
•
•
•
•
•
•
•
•
Software company ( such as www.tmsoftware.is)
Advertisement agencies
PR agencies, Volunteers, students
Famous people / famous men to start
Patients
Healthcare staff
Support groups
Constant communication with the ones who are
participating.
Thank you
Remember a smile and humor can get you places