Wunderman has launched a fundraising effort to raise money for the Advertising Council’s Campaign for Freedom advertising campaign. The ad campaign consists of a series of television spots to boost patriotism.
The New York firm is spearheading the effort pro bono for a Direct Marketing Association-led coalition which hopes to raise funds to cover some $300,000 of the out of pocket costs of talent fees, duplication, postage and database services. The price of the campaign is projected at $6 million over two years. (See DIRECT Newsline: DMA Raising Funds for Anti-Terror Campaign, March 15).
The cost of Wunderman’s services is estimated to be $250,000.
Some 6,000 direct mail packages are going out April 29 to top-level executives in the direct marketing and advertising communities. The package consists of a letter asking for personal donations; posters to put up in the agencies encouraging staffers to donate; and an informational sheet describing the Campaign for Freedom.
The copy reads in part: “Unlike the burger, cola and phone wars, our latest war needs more than a good slogan. It needs all of us. Let’s join together to protect what we value most: Freedom.” Snapshots of staffers from various agencies are featured.
A telemarketing drive will follow to be sure each executive received the package and knows that donations can be made by telephone or through a Web site (www.campaignforfreedom.org).
Space ads are already appearing in about 10 advertising and marketing trade publications, such as Ad Age, BTB, DM News and Direct. Banner ads will be placed on the Web sites of these industry trades starting this week.
The appeal is meant to reach people on a personal level, said Kara Travia, senior vice president, account managing director at Wunderman, New York. “To reach people in their dual role as a member of an agency and a citizen of the nation.”
The first ad, the “I am an American” spot was broadcast shortly after Sept. 11. Other spots are to air soon.
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