JDRF's smile campaign counters children diabetes

Share this content:

The Offer: The Juvenile Diabetes Research Foundation (JDRF) wanted to increase awareness and donations for its cause during the holiday season. The nonprofit partnered with the London office of Initiative, an
Interpublic Group agency (IPG) for “The World Smiles” global campaign that gave people in 50 markets around the world the chance to support children affected with Type 1 diabetes. 

The Data: At Theworldsmiles.org, visitors could leave their name and a comment saying what makes them smile, and then proceed to the donation portal. All answers to the question were displayed on the site. No data was collected from online comments, but donors became part of JDRF's database.

The Channel: Initiative partnered with media companies across the 50 markets to run ads at no cost to the research foundation. The campaign ran across TV, print, radio and online.

The Creative: IPG's Puerto Rican-based agency Sajo García Alcazar handled creative for the campaign. The pro-bono work displays a wealth of children's smiles with print or audio overlaid, explaining the JDRF's campaign to make children smile this season. 

The Verdict

Stacia Goddard is EVP of strategy at Purple@Epsilon, Epsilon's digital and direct agency. She previously worked as managing director at Hill Holliday. Learn more about her in a Q&A.

What connects us to one cause versus another is “meaning” and JDRF truly shines in this social campaign, asking us to share stories about what makes us smile. The emotional engagement connects us to JDRF long before any discussion of research initiatives or any request for a donation. The challenge now is to create an ongoing relationship with donors.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here