Innovation + Integration = Impact
This was a layered approach to media. In addition to running 30- and 15-second promotional spots, we ran our existing 60-minute Operation Smile long-form DRTV program in the market (hosted by Downey, who filmed her "Touched by an Angel" show in Salt Lake City for 10 years) — and included the 30-second localized City Cam- paign spot at the top, at 30 minutes and at the close of the show. We also did a zip walk acquisition direct-mail package, which incorporated the campaign theme.
Kyla: Face-to-face strategies are essential for a successful city blitz — whether in the mall, door to door or, in this case, at a banquet in Salt Lake City where some 500 people gathered to rally support for Operation Smile. The banquet was hosted by Walker, and co-founders Dr. Bill and Kathy Magee were the featured guests of honor.
The call to action was for a single surgery or a monthly donation of $20 per month to help provide a surgery. Our brochure allowed people to donate on the spot and give a surgery.
Tom: We exceeded our goal of giving 1,000 smile surgeries and generated tremendous good will throughout the community. But that's not the end of the story.
Kyla: When the campaign ended, Dr. Bill and Kathy Magee flew to Salt Lake City and sat down to lunch with a gentleman who was interested in giving to Operation Smile. He had a story to tell them — and they wanted to listen.
As he spoke, tears began streaming down his face. He talked about how he had lost a son a few years ago and was struggling to recover from his tremendous loss. He was immobilized with grief and despair — until he saw our Operation Smile City Campaign.