Theodora

Campaign Objectives

To raise awareness, support and increase donations.

Strategy

The campaign targeted people travelling to/from/via the regions and cities we work in.  The graphics aimed to showcase our work in just a few seconds. Trains were a great place to advertise as people not only had the time to read the adverts but through Wifi, mobile internet etc, were able to visit our website whilst on the train.

Media Mix

Traincards, and a  25 second cinema advert played in 16 city cinemas.

Weight

5000 panels

Timings

May-Aug 2009

Results

Train adverts have helped Theodora by raising awareness and increasing donations twentyfold.

The train adverts provided a way of showcasing our work in a graphic format to potential donors who, because they were on a train, had time to absorb the advert and due to modern technologies, also visit our website whilst on the train.

From our website, we used to get 1 donation per month on average - we now get 1 per day.

“Thank you so much for making this possible - it's a campaign we could only have dreamed of!”

Sarika Shah, Executive Director, Theodora Children's Trust