Mr. Enthusiam (:45)
"Allan" Allan? (:30)
To drive awareness and increase participation for a national charity event.
Although over 4.6 million Canadians live with arthritis and auto-immune disease, fundraising for arthritis research lacks the type of awareness that many other diseases receive. Now in its sixth year, the Power of Movement - an annual fundraising event where participants do yoga for arthritis research - has raised over $1 million for this great cause.
When the Arthritis Research Foundation requested that 70 Main Street act as the marketing agency for the 2012 Power of Movement fundraiser, they challenged us to help make the event more mainstream. Specifically, 70 Main Street was tasked with:
- Expanding the list of participants.
- Building awareness with potential donors.
In doing so, 70 Main Street would need to appeal to the grander populace (people who don’t normally do yoga) and still appeal to the yoga purists. We would also need to create a memorable campaign that would impact potential donors, so that they would be more willing to donate when called upon to do so.
The campaign needed to be:
- Fun and approachable, just like the event. In doing so, we chose to make the advertising to be personable, cheerful and witty.
- Appealing to non-yogis: it is important that the mainstream recognizes that the event is for everyone, not just experienced yogis.
- True to yoga purism: although we wanted to appeal to the mainstream, our ads also needed to resonate with the yogi faithful.
- Unique in the fundraising category. As a younger event and a less established cause, we need to compete for attention with other charities. We needed something catchy and different – just like the event itself.
- Adaptable to TV, Radio, Print, and Web.
After several discovery discussions with the client, 70 Main Street's creative team analysed key insights to develop a creative springboard, which served to drive our positioning discussions. We emerged with several unique concepts to be considered for the 2012 campaign. Each concept was unique in its own right and each was based on fundamental insights about the event and the target participants.
The concept “You Already Do Yoga. Now do it for a Good Cause.” was chosen for its reach, versatility, and the connection it would strike with the individual.
“You Already Do Yoga” introduces people in everyday, mundane situations who unintentionally find themselves in a yoga pose. The campaign aims to resonate with the non-yogi mainstream, as well as yoga purists.
In executing the concept, 70 Main Street started with the TV Spots. We began the process by analysing pictures of yoga poses and conceptualized how those poses could be transposed into real-life scenarios. We then storyboarded the scenarios to tell the story. Out of the various poses we considered, we chose to produce three.
All three spots were shot in one day, in two locations, using non-union and volunteer actors. Each was directed by 70 Main Street partner Charles Smid.
For efficiency and cost savings, 70 Main Street organized the print photo shoot to occur in tandem with the video shoot. Our goal with the print marketing was to encapsulate the essence of the video in one still frame matched with a catchy headline.
Considering that our TV and Print spots were heavily dependent on the visual, we decided to take a bit of a different approach with the Radio spots. We did, however, ensure that the spots remained within the vein of "approachable humour" and that we focused on making prospective participants comfortable and excited about joining the movement.
This campaign is for a great cause and so many people rallied alongside 70 Main Street to support the Power of Movement. In particular, we want to thank those who gave so freely of their time and energy: