Hope Air 🛩
The winning mini live client pitch at Miami Ad School for Hope Air.
A live client pitch is designed to reflect the same way as a real-life agency pitch. Teams made up of art directors, copywriters and strategist are briefed and given two weeks to turn around a creative pitch thats is presented to the client with the aim of answering the Ask.
🏆 - Awarded First Place
Team: Jaclyn McConell (AD), Sarah Sheppard (CW), Kimberly Work (CS), Hannele Hyson (CS), Alexander Strong (CS)
To keep things brief....
The Ask:
- Increase awareness and position Hope Air as a charity of choice
The Challenge:
- Gen-Z and Millennials have short attention spans and are increasingly skeptical of the brands and causes they spend their money towards.
The Solution:
- Create a social campaign that fosters authenticity through content in places that Millennials and Gen-Z will notice Hope Air.
Get Gen-Z and young Millennials to invest in developing a long-term relationship with Hope Air by showing them how their donations are being used.
The Context
Hope Air is a guiding voice for Canadians who are faced with the harsh realities of the Canadian Healthcare System.
Hope Air is Canada’s only national charity that provides free flights and accommodations to those Canadians who must access vital medical care. Through the support of donors, partners, and volunteers, Hope Air has broken down barriers and created possibilities in situations that seem impossible.
The Key Research
- The average person has a 2.7 second window in which their attention can be grabbed.
- Gen-Z has an attention span of about 8 seconds and Millennials have an attention span of about 12 seconds.
- Millennials and Gen-Z are generous and strive to make positive changes in their communities. They’ve named healthcare a primary concern of theirs.
The Problem
Gen-Z and Millennials are skeptical consumers with short attention spans, making it hard for brands to breakthrough to them and appear as authentic.
Our Thinking
- With the pandemic, charities have struggled to reach new target audiences without a strong social presence.
- Gen-Z and millennials are at a point in their lives where they are starting to develop brand loyalty.
- When it comes to money, Gen-Z and Millennials are far more skeptical as to how it is spent compared older generations.
The Strategic Approach
Create value based experiences that grab those precious few seconds of attention, introduces Hope Air to the target audience and builds a long-term relationship with the brand through:
- Transparency - Allowing people to know exactly where their donation goes and its impact on Canadians in need.
- Relatability - Content that is relatable, compelling and authentic on the platforms where Millennials and Gen-Z pay the most attention.
- Dedication - A mutual determination between the target and Hope Air to make positive changes in the community.
The Resulting Creative
Introducing the “Flight Paths” Campaign. A value-based social campaign that communicates to the target the stories of individuals they are saving with their donation.
