Five shortlisted adverts announced for International DRTV Award
Howard Lake | 26 September 2007 | News
The Resource Alliance has announced the five direct response TV (DRTV) adverts that have been shortlisted for the first international Gold Star Award for Excellence in Fundraising DRTV. Coming from four countries, the adverts will be voted on by delegates to the International Fundraising Congress (IFC) in Holland in October.
The five shortlisted adverts are:
* “In the Arms” for ASPCA by Eagle-com Inc (USA)
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* “Just Children” for NSPCC by WWAV RAPP Collins (UK)
* “Mouna” for SOS Kinderdorpen Nederland, created in-house (Netherlands)
* “Pablo” for UNICEF by Arena Media Communications (Mexico)
* “Eyes” for WSPA by THINK-DTV (UK)
Alan Bird, events director of the Resource Alliance, which organises the IFC, and one of the judges, said: “We have chosen adverts that all worked well in their territories and did the basics right. This is after all a fundraising award so we looked first of all for clarity of message – why to give, how much to give and how to give it. Only then did we look at creativity.
There were some adverts that were beautifully shot but just didn’t ask effectively. In fact, one didn’t even make an ask at all.
We also went for ads that had a positive message. One ad that was submitted was unremittingly glum and that didn’t make it on to the shortlist.
He added that the message from the award is that charities need to convey a positive message, ask in the right way, and be clear about how people can give.
The adverts shortlisted for the Gold Star Award, sponsored by UK creative agency WWAV RAPP Collins, will be presented on a continuous showreel at the congress while storyboards from the ads will be placed around the congress venue.
All delegates will be given a voting card which they will post in a ballot box next to the storyboard of the advert they think is the best. The storyboard that receives the most gold stars will be declared the first winner of the first Gold Star Award.
The winner will receive the Gold Star Trophy and a free place at the 2008 congress.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.