JDRF’s smile campaign counters children diabetes

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 [email protected], 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.

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