Fight the Monster wins Gold!

Connor

The Child Cancer Foundation's Fight the Monster Appeal has just won Gold at the 2006 EFFIE Awards.

The EFFIE’s are awarded in recognition of the year’s most effective advertising campaigns. Extremely competitive this award is about the delivery of superior results and meeting or surpassing the objectives they were designed to achieve.

Judges explained that the Fight the Monster campaign was a brave decision and demonstrated the effectiveness of a strong insightful campaign.

“This campaign always had a tall order to fill. DDB New Zealand had to come up with an execution that would raise as much money as possible, in just one week. By the Child Cancer Foundation being brave enough to run a campaign that provoked discussion in the media and the nation in general, the end result was much better than expected.”

The Fight the Monster campaign was the first Child Cancer Foundation appeal to raise more than $1 million dollars in a week.

“A Gold EFFIE is national recognition of the Child Cancer Foundation in a fiercely competitive advertising arena. What a fantastic achievement,” says Child Cancer Foundation Chief Executive Jim Barclay.

“As the Judges noted, and I was fully aware, the 'Fight the Monster' theme did not appeal to everyone. We are mindful of the balance needed to be very sensitive to those fighting childhood cancer while at the same time developing a 'cutting' advertising campaign that will get the attention of our public donors in the highly competitive environment in which our charity must compete.”

The Child Cancer Foundation would like to acknowledge the support of DDB New Zealand.

The EFFIE for Fight the Monster follows the win at the NZ Marketing Magazine Awards. The 2005 annual appeal “Lexi’s Appeal for kids living with cancer” was voted winner of the Bizambrands Not-For-Profit Marketing Award in August.