Vinnies invites Australians to ‘Give a leg up’ in new social campaign via M&C Saatchi Sydney
The St Vincent de Paul Society has launched a fresh twist on its traditional Christmas appeal in a new social campaign via M&C Saatchi Sydney.
The Vinnies ‘Give A Leg Up’ Christmas Campaign invites Australians to simply remove a leg from their Christmas turkey and share it with #GiveALegUp. For every photo shared on Christmas Day, a charitable donation is enacted to the Vinnies Christmas Appeal.
As a new collaboration with Vinnies the campaign brings fellow M&C Saatchi client Steggles on board, with the leading poultry brand making a charitable donation for every Facebook, Instagram and Twitter post that uses #GiveALegUp.
Says Laurel Brown, senior brand manager, Steggles: “Our turkey has been part of Australian Christmas for years. So when M&C Saatchi approached us to partner with Vinnies to create a new tradition around turkey it felt natural. It also feels great to be helping so many Australians in need.”
My Kitchen Rules 2015 winners Will and Steve – ‘The Gourmet Pommies’ – are also involved, having created three scrumptious recipes to inspire Christmas turkey creations.
In addition, a select group of New South Wales butchers have entered into the spirit preparing one-legged turkeys and selling the other leg for a $5 donation to the appeal.
Those not predisposed to turkey can simply make a $5 donation by texting – ‘Give A Leg Up’ to 1999 2323.
M&C Saatchi Group consumer PR business, Bang PR is helping seed the campaign with media leverage while M&C Saatchi Sport & Entertainment spread the word via ‘Steggles Caravan’ activations at the Overseas Passenger Terminal (10 December) and Bondi Pavilion (11 December).
Vinnies helps 1 in 18 Australians through some of their most difficult times and Christmas can be an especially challenging time for many.
Says Dianne Lucas, acting CEO, St Vincent de Paul Society NSW: “Sadly for many people Christmas is a time when they will struggle with loneliness as well as juggle paying their bills and putting food on the table. The notion of buying gifts for their children or preparing a special Christmas meal is out of reach altogether.
“With the ‘Give A Leg Up’ Christmas Campaign we hope to raise close to $251,000, money that will go a long way in providing some festive cheer to those doing it tough.”
Says Any DiLallo, chief creative officer, M&C Saatchi: “This fresh approach to the Christmas appeal will help Vinnies support thousands of Australians in need.
“Our aim is to turn this brutally simple, social idea into a Christmas tradition for years to come and it was great working with two of our clients to help this happen.”
For more details visit www.GiveALegUp.com.au
Andy DiLallo, Chief Creative Officer
Michael Canning, Executive Creative Director
Chris Little, Creative Director
Blake Arthur, Copywriter
Paolo Meucci, Art Director
Anthony Lockhart, Strategy Director
Mim Haysom, Managing Partner
Lynette Sturits, Senior Account Director
Danielle Mountford, Project Director
Loren August, Senior Agency Producer
David Collier, Senior Print Producer
Russell Taylor, Senior Digital Designer
Hayden Wright, Social Content Manager
Fabio DAguanno, Design Director
Jade Krug, Junior UX/Digital Designer
Zozan Onay, Digital Designer
Liz Laughton, Senior UX
Matt Willis, Executive Digital Design Director
Trixie Tejero, Junior Digital Designer
Matt Bright, Senior Retoucher
Salvatore Liseo, Senior Finished Artist
Annalise Brown, Managing Director Bang PR
Sophie Callaghan, Bang PR Senior Account Manager
Zoe Finlayson, Bang PR Account Manager
Erika Morton, Head of Experiential
Lara Biggs, Experiential Account Executive
Production Company: Rapid Films
Director / DOP: Susan Stitt
Production Company Producer: Sarah Cowen
Executive Producer Rapid Films: Susannah DiLallo
Editor: Gaby Muir
Post production: ALT VFX
Colourist: Ben Eagleton
Sound Design: Song Zu
12 Comments
Social element is good.
But what do I do with the other leg?
The idea would have been much better if you bought the turkey without the leg at full price with the extra money going to those in need – The missing leg should then be cooked and distributed to the homeless in food trucks.
I’m sure the case study will be spun that way anyway. Watch this space.
That credit list is larger than most agencies. Does it really take that many people to make such a basic idea? I’m sure the head hours were not completely paid for either…
How much are Steggles donating for each upload?
So you buy a one- legged turkey from a select butcher, take a pic of it and then pay $5.00 for uploading it, which is added to your next phone bill.
Laughable. Quite laughable.
Thanks guys.
Plus, nobody eats Turkey for Christmas in Australia.
Turkey of an idea
(Anyone? No?)
Ha Ha is very wrong.Turkey is massively popular at Christmas in Australia.I know as i am very close to the Inghams business.Want more proof check the WW& Coles sales.
Pity people don”t get their facts right before shooting their mouth off.
34 people for that….. Well tis the season for giving
A campaign with no legs! Or one. Sorry.
Agree with first comment. Could have been much better.
Nothing new here.
Exactly the same social media/idea as Salvos Give a lunch for Christmas from 3 years ago?
Give a leg?
Who gives a fuck!
Given a leg campaign is really in poor taste.
I know you hired an exceptional agency M&C to complete this campaign however, I think it will reflect really badly on your brand.
Asking people to hold up a dead animals leg up to support the plight of some underprivileged humans seems sickening.
Animal welfare is just as important as humans.
I know it’s getting harder and harder in the not for profit world but these campaigns actually do more to lower your brand than increase funding.
Please try to think more laterally and creativity than advertising that humans dominate an already abused animal market.