Make Poverty History: Creating an epidemic brand - IPA Effectiveness Awards Case Study 2006

Brief Description: In 2004, Richard Curtis, along with Comic Relief, joined a coalition of 140 charities. Their aim: to pressure the leaders of the G8 nations to tackle extreme third world poverty once and for all. Their focus: the G8 summit at Gleneagles the following year. AMV.BBDO were asked to help out by writing a few ads. Instead, the 'Make Poverty History' campaign was created. Three words on a white band. An idea that proved so infectious that it spread like an epidemic throughout the population. Within months, and on a budget of zero, the campaign generated 88% awareness in the UK and involved 300 million people around the world. Most importantly, it helped secure a pledge of an extra $50bn in aid from the G8 leaders. Oxfam predicts that this could result in 12,000 fewer deaths every day ;---(TAGS)--- Full Title: Make Poverty History - creating an epidemic brand ; Number: 2006/03 ; Brand Name: Make Poverty History ; Client: Emma Parry - Comic Relief ; IPA_ProductCoding: Charities (All charities) ; Agency: Abbott Mead Vickers.BBDO ; Author: Tom Johnstone, Bridget Angear ;