Innovation + Integration = Impact
Tom: Our spokesperson and "chief hero" was Brooke Walker — the host of a popular morning magazine show and anchor of the evening news. We like to look for the equivalent of the local rock star to be the spokesperson for a campaign. In many markets, that's the local weatherperson. Someone who is known and loved throughout the community.
Usually, we take the spokesperson to see the work in person and produce spots on location. Because of the economic situation in the region, the station asked us to produce the spots in its studio and incorporate footage we shot overseas. Brooke hosted the spots. She also invited Dr. Bill and Kathy Magee (Operation Smile's co-founders) and actress Roma Downey (a member of Operation Smile's board of governors and host of four DRTV shows) to appear on her daily show and talk about the campaign.
Through the six-week period, our strategy was to maximize the impressions throughout the community for the Operation Smile 1,000 Smiles Campaign. Everywhere you looked, that's what you saw.
Kyla: In addition to Brooke Walker, the heroes featured in our campaign were volunteers who had been on Operation Smile medical missions around the world and supporters in the local community, including a member of the Osmond family (country singer Nathan Osmond) with his quote: "As little as $240 provides not only a smile, but changes a life." We involved them in a photo shoot; asked them to give us a quote; and featured them in bus boards, billboards and in online banners targeted at the Salt Lake City area.
Tom: Through our partnership with the local TV station, we featured online banners and calls to action on its website. Radio ads featured Access Hollywood's Billy Bush, one of Operation Smile's celebratory ambassadors, and ran during heavy traffic times, driving folks online. And, Brooke also invited folks to go online to learn more about Operation Smile's work almost daily during the campaign.