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SAVE THE CHILDREN, POSITIVE CHOCOLATE
 PROBLEM:
Raise awareness about child labour in cocoa fields in West Africa through the promotion of Fair Trade Certified products.
SOLUTION:
Create an online advertising campaign and contest with viral email component, providing maximum exposure for a minimal cost. The contest component of the program was designed to maximize the the return on investment to Save the Children by utilizing three different tactics; First by offering a greater incentive for users to respond to the ad, second by collecting user information for future direct email campaigns and finally by raising additional awareness with email referrals for every one person who entered the contest.
Provide free or low cost internet advertising with high profile Canadian portals such as Sympatico, Canoe, MSN, AOL and the Globe and Mail. Add value with proven internet strategies and creative excellence.
RESULTS:
Online advertising netted 4750 Clicks with a cost per acquisition of $2.00. Save the Children was able to capture information of 1291 warm leads who opted in to receive future messages from the organization. Contest entrants also acted as an effective marketing tool as they sent over 1450 email's to friends about the contest and cause. FI over delivered on it's advertising commitment by 210%, helping increase the reach and frequency of the campaign message.
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