10 Oct 08

MediaCom Results Awards

MediaCom Edinburgh has received an 'honourable mention' by the MediaCom Worldwide network at this years Results Awards.

The Results Awards this August received over 120 entries showing the best campaigns from the MediaCom network in the past 6 months.  From these entries there were 2 winners, 6 honourable mentions and 9 highly commended campaigns from aroudn the globe, awarded by a jury for excellent work.

Honorable Mention > MediaCom Edinburgh Scottish Government - Organ Donation
In Scotland, over 700 people are on the organ transplant list and almost 100 die each year whilst waiting. There was a clear need to increase the numbers of potential donors fast and decrease the huge gap between public intention (90% of adults) and public action (only 23% on the register) of donating. The public didn’t understand the urgency of the need and so MediaCom Edinburgh needed to re-educate them. With the knowledge that human interest stories resonated well in PR coverage, MediaCom Edinburgh developed a simple but devastatingly effective strategic platform, dubbed “Live Media”, harnessing these kinds of stories by linking them inextricably to our urgent calls to action. The results saw registrations increase by 227% YOY (approx. 48,800 new Scottish donors were recruited through the 5 week campaign’s halo effect), ensuing in the lowest cost per registration to date (less than £3). Assuming only 1% of the 48,800 registrants went on to donate their organs this would represent a saving of £104,432,000 to NHS Scotland.
Our judges said: “very action oriented campaign resulting in massive results”, “A simple yet brilliantly effective combination of ad-funded programming, media partnership and direct response messaging. The results speak for themselves.”