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Donate life‘Not Your Typical Superhero’
Campaign Pitch2010
Presented by Aaron Collis, Amy Sheehy, Mat Kennedy and Lauren McCarthy
The Concept
• Uses light hearted approach.• Expresses that heroes aren’t just superheroes,
sports, music or film stars. They may be the last person you would think of.
• Becoming an organ donor means becoming a hero.
• Will and Amy reflect the vibe and feel of Central students.
Print Campaign: Poster
• Will is a reflection of a young Central student. He is quirky, upbeat but someone you wouldn’t automatically associate the word ‘hero’ with.
• Will is ‘Not your typical superhero’ but is a hero because he signed up to become an organ donor through the donate life website.
Print Campaign: Poster
• 200 Full colour gloss A4 and A3 posters will be printed distributed to campuses to place in hallways, offices, cafeterias, gymnasium, etc.
• Lowest printing price:Officeworks (A4 – 20c, A3 – 40c) EST Total: $120.00
Television Campaign:
• Continues using the character ‘Will’.• Captures target audience through humour.• Very possible filming can be free of charge
donated by Diploma of Film students.• Can be played on various plasmas that are set
up around each campus.• Depending on budget costs can be placed on
media channels such as 10,9,7.
Image - Boy, young white shirt normal teenager.Facial expression - Smile cheeky grin
Camera angle – medium shot
Set - White background
VO- Hi my names Will, I cant fly!
SFX- None
Image – Boy jumping of his bed.
Facial expression – frightening and crinkled
Camera angle – long shot
Set – Boys room, bed, posters ect
VO- none
SFX- crash, garbage cans ect.
Image - Boy, young, normal teenager.
Facial expression – Smile cheeky grin
Camera angle – medium shot
Set – White background
VO- I cant scale tall buildings
SFX- None
Image – Boy trying to climb up building walls
Facial expression – determined, biting his lip
Camera angle – medium shot
Set – brick wall, busy area
VO- I can’t scale tall buildings.
SFX- None
Image – Boy tying to climb up building walls
Facial expression – determined, biting his lip
Camera angle – medium shot
Set – brick wall, busy area
VO- I’m not your typical superhero.
SFX- None
Image - Boy, young, normal teenager.
Facial expression – frightening and crinkled
Camera angle – medium shot
Set – White background
VO- But by registering to become an organ donor at donate life, I became a hero.SFX- None
Image – Boy with cape on and wind in hair.
Facial expression – massive grin
Camera angle – medium shot
Set – White background
VO- None
SFX- ta dahh, applause
Image – Donate Life log/ awareness week
Facial expression – massive grin
Camera angle – None
Set – White background
VO- So register now at donate life.com.au to become an organ doner.SFX- None
Radio Campaign
• 2 X 30 second commercials.• Uses ‘Will’ to keep theme and also ‘Amy’ who
represents female students to provide gender balance.
• Free production costs from Certificate IV in Radio Production.
• Can be aired free of charge on ‘Boom Radio’• Further stations to be contacted
depending on budget allowances.
Internet Campaign: Banners
• Continues again with ‘Will’ character.• Asks audience to participate and click when
they see a ‘superhero’.• Size: 707 X 269 px• Placed on Central website home page.• Will link to Donate Life awareness page and
then following the awareness week link to Donate Life website.
Internet Campaign: E- Invite
• Written in relaxed yet humourous tone in order to attract audience to read further.
• Uses Donate Life colours.• Will be forwarded via email to all Central
Students and teachers.