St Vincent de PaulAnti-dumping

campaignJan 2015 - April

2015

1

St Vincent de Paul Society:working for “love, respect, justice, hope and joy, and

shaping a more just and compassionate society”

(St Vincent de Paul Society, 2014)

2012-2013

•48% of the societies total funds

•Almost $2 million dollars to the community

(Annual Report, 2014)

MESSAGES AND TACTICS

ABOUT TO DUMP HERE?

WE HAVE TO CLEAN THAT UP.DONATE RESPONSIBLY: VISIT WWW.VINNIES.ORG

ABOUT TO DUMP HERE?

WE HAVE TO CLEAN THAT UP.DONATE RESPONSIBLY: VISIT WWW.VINNIES.ORG

Placed strategically above each of the posters

248 stores in NSW

Media (January 2015 - April 2015):

-Catholic Weekly-Church bulletins-Local media e.g. ‘Southern Courier’-Sunday Telegraph-Sun Herald-Sydney Morning Herald-Channel 7,9,10 6pm news-The Project-A Current Affair-Facebook-Twitter-Updated website with google map-Vinnies volunteer videos and interviews

TIMELY: Launched in January (after Christmas when people have more goods to donate or would be interested in a “good will” story

IMPACTFUL: Emotive, personal and interesting

PROMINENT: Vinnies is well known

CONFLICTUAL: Encourages empathy for volunteers/contempt for those who dump

UNUSUAL: Original and creative approach

CLOSE PROXIMITY: There are Vinnies stores in almost every suburb or town in NSWThere are Vinnies stores in almost every suburb or town in NSWThere are Vinnies stores in almost every suburb or town in NSWThere are Vinnies stores in almost every suburb or town in NSWThere are Vinnies stores in almost every suburb or town in NSWThere are Vinnies stores in almost every suburb or town in NSWThere are Vinnies stores in almost every suburb or town in NSWThere are Vinnies stores in almost every suburb or town in NSWThere are Vinnies stores in almost every suburb or town in NSW

BUDGETJAN-APRIL 2015JAN-APRIL 2015JAN-APRIL 2015• $50 000

• Poster costs

• Internal organisation costs

• Spotlights

• Media Releases

• Backgrounders

• Social media moderators

• I.T specialists