You would’ve had to been hiding under a rock (or a pile of fast food wrappers) to let The Cancer Society of New Zealand’s new fundraising initiative, Junk Free June, go unnoticed.
The Cancer Society and the whole team at Little Giant is still revelling in the campaign’s success – it took social media by storm, raised awareness of the negative effects of junk food, and collected an impressive sum of donations; every single penny given straight to the charity.
The Cancer Society approached Matt, Little Giant’s Creative Director, with a simple brief in 2014; to create a new charity that engages a younger demographic (18-35 year olds) and opens a new revenue stream. The concept he designed is simple - make healthy eating fun, fashionable and relevant while empowering people to live a ‘Junk Free’ lifestyle.
A core part of his strategy was to hand-pick influential brand ‘ambassadors’ who are popular among the target audiences and advocates of living ‘junk free’ in some form. He also created a ‘prize’ system that rewards participants for fundraising with prizes from popular fashion and lifestyle brands. Matt was confident and hedged his bets on the viral advertising that comes with social media
“we knew JFJ would be successful without investing heavily in advertising if the brand was executed to a high standard. As such, almost the entirety of the JFJ budget was put into development of the brand and website through LG.”
Since the campaign's inception, Junk Free June gained over 25,000 followers organically across social media platforms. Engagement was high, with thousands of Kiwis sharing official Junk Free June recipes, and thousands of others showcasing their creations by using the trending hashtag #junkfreejune.
5,000+ accounts, including individual and group accounts, had been registered formally, with an estimated 20,000+ people nationally who participated. Junk Free June, in all its youth, raised over $200,000 within the first two weeks. But it didn’t stop there… There was a flurry of donations in the last half; the total donated - a whopping $350,000.
It’s safe to say Junk Free June has been a nationwide success, and we for one have high anticipation to see what’s in store for next year.
Design, Marketing & Technology news, Monthly (ish)
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