Earth Share's 'Mission Possible'
15 April 2002 at 1:04 pm
The environmental group Earth Share in Australia is trialing a new e-mail campaign which it describes as a ‘bit left of field’ using a spy theme and a play-on-words title of ‘Mission Possible.’
The campaign is to encourage organisations and individuals to set up work place donation schemes.
Earth Shares Chris Harris says the idea is to get away with what many see as possibly boring text message e-mails and to try something more memorable, creative and innovative.
The email comes as a black backed message asking the “agent” to verify their status. The computer then goes through the high tech motions of appearing to identify the user with elaborate face scanning and pretend personal data verification.
It’s a clever use of technology by designer Kath Hamilton who is providing her skills pro bono to Earth Share. Kath worked for one of the largest US advertising firms based in Australia called Foote Cone and Belding, which provides extensive free work for Earth Share.
Harris says the e-mail campaign has so far only been sent to five hundred selected recipients in a bid to gauge their reaction to the new look campaign.
He says the task will then be to analyse and assess the results of the trial. A 15% response in favour of the campaign will see the e-mail go out progressively over the next six months.
Harris says Earth Share’s database is so far quite small but he hopes eventually to place the campaign with between 10 –15 thousand recipients.
The job then will be to see how effective the campaign is in encouraging companies to set up workplace donation schemes to assist the world wide projects of Earth Share.
If you would like to see the Earth Share campaign send an email to Chris Harris at firstname.lastname@example.org have your thoughts included in the trial.
Please share your opinion of this innovative e-mail campaign with other PBA readers by sending us an e-mail here at email@example.com.