Brooke White - Cause Related Marketing

BROOKE WHITE | S2897372

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

THE CHALLENGE

Eating disorders effect around 9% of the Australian population and this number is on the rise. Not only do these people suffer from eating disorders alone, but 60% of them will also suffer from other psychological and physical disorders such as depression, anxiety and substance abuse.

Even though most people are aware of some eating disorders, not many people fully understand the complexity and difficulty of overcoming these disorders.

CRAFTFUNK

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

THE SOLUTION

CRAFTFUNK

CraftFunk will partner up with The Butterfly Foundation to host a series of art and craft days, as well as design a new collection, to help raise awareness and also help those who face the challenge of eating disorders.

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

THE BUTTERFLY FOUNDATION

The Butterfly Foundation is one of Australia’s leading support networks for people suffering from eating disorders, negative body image issues and their carers. Butterfly is dedicated to bringing about change to the culture, policy and practice in the prevention, treatment and support of those affected by eating disorders and negative body image. (The Butterfly Foundation, http://thebutterflyfoundation.org.au)

CRAFTFUNK

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

1. TEASER PHASE In the lead up to the event, we will place street posters throughout Australia to promote the campaign and event. This would generate curiosity and get people talking. This will contain a link to a website with a countdown to the first event.

CRAFTFUNK

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

2. WEBSITE COUNTDOWN The website link will appear on posters, leading people to a countdown on the website. This will generate curiosity and get people talking.

CRAFTFUNK

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

3. LIMITED EDITION PLATES The plates would be a simple design, featuring the butterfly from The Butterfly Foundation logo. Designs would be available in both CraftFunk colours and The Butterfly Foundation themes.

CRAFTFUNK

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

4. PACKAGING New, limited edition packaging will also be designed and shipped with all purchases of the Butterfly plates.

CRAFTFUNK

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

5. CRAFT EVENT CraftFunk & The Butterfly Foundation will host a series of art and craft days throughout Brisbane to help raise awareness of eating disorders.

Participants would be able to purchase a blank plate from CraftFunk for $5 and then paint or decorate them using materials provided. Not only a fun activity, but it would mimic art therapy.

The $5 will go towards The Butterfly Research Institute (BRI).

CRAFTFUNK

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

6. EVENT APPAREL Event apparel will be worn by those who are working at the event. These will also be available for purchase at the events and through the website.

CRAFTFUNK

MAJOR STUDIO PROJECT

CRAFTFUNK CAUSE RELATED MARKETING CAMPAIGN

7. SOCIAL MEDIA KITS The help further promote the campaign, we have designed a kit of social media graphics containing numerous profile pictures / avatars and profile banners.

CRAFTFUNK

MAJOR STUDIO PROJECT