Good Call NYC
Role: Strategist
Winner - BBH’s Griffin Farley Beautiful Minds 2020
The Quick Pitch
How can we drive $1 Million in donations and show Good Call as the leading NYC racial justice organization to support? By showing people how 32 seconds can change someone’s life
What I did
Donation landscape
Audience profile
Creative Strategy
Comms plan
Creative concepts
Concept testing with potential partners
Deck Narrative and script
Presented to 100 audience members including Global Executives from VMLY&R, R/GA, Mekanism, BBH, and more.
Revelation
New Yorkers want immediate actions, but they're donating to organizations that have a long-term impact. Good Call NYC intervenes in just 32 seconds and saves people from facing life-altering consequences.
80% of people wrongfully arrested don’t know their miranda rights, which means they end up confessing to crimes they didn’t commit.
Only 1% of those arrested have access to a good lawyer, resulting in being wrongfully charged and not having a fair trial system
Provocation
What if we raised donations by showing people how 32-seconds can change someone’s life
Idea
ON THE LINE - A 32-second hotline, a lifetime on the line.
32 SECOND CHALLENGE
COVID didn’t slow down people’s lives. People still rushed for meetings, made sandwiches between meetings and multi-tasked.
We use the challenge filter to get people to perform certain tasks that are related to the fast paced lifestyle of NY millennials in 32 secs. And then tag 3 other friends to do the same.
PARTNERING WITH LOCAL GRAB-N-GOs
76% of millennials said they have purchased a brand/product to show support for the issues the brand supported.
32-DAY PROGRESS SMS
We send Zip Code specific SMS Progress reports every 32 days to sustain retention and drive number of monthly donors by showing them how their donations are being impactful
Honing into Good Call NYC’s key USP, we created a communication plan that focused on getting people to understand the value of 32 seconds, and then showing how Good Call NYC is the perfect fit for every New Yorker in search of supporting racial justice NGOs.
BEING PRESENT IN PLACES WHERE TIME IS OF ESSENCE
If there’s one audience that knows the value of time, it’s New Yorkers. We will take over affordable high traffic OOH mediums that will build on the importance of 32 seconds in a relatable way.
LOVE THE NEIGHBOR ASAP
People on Nextdoor are always asking their neighbours for immediate help. We will sign up on Nextdoor communities and be present in times when New Yorkers are selling their items and encourage them to donate to Good Call NYC.
Impact
The only time without a single New Yorker, won the most New York centric brief
Our strategic and creative approach effectively demonstrated how Good Call NYC can target New Yorkers to raise over $1 million in donation and increase monthly donors - a key aspect of sustaining their non-profit organization. By uncovering the importance of 32 seconds we gave Good Call an ownable platform that can be expanded across years in many different shapes and forms.
Our efforts resulted in us winning the coveted BBH’s Griffin Farley Beautiful Minds 2020 competition.
Credits
Payal Perreira, Ben Kwan, Alexandra Mourad and Chirag Khushalani