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

Print Campaign: DL Flyer

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.

Radio Campaign

Will Amy

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.

Thank you! Any Questions?