Wednesday, September 23, 2009
Retro is in at ALA
In the
New York Times last week there was an article addressing the effects of this economic downturn and how it’s generated a trend of innovative, or if you will, retro thinking. Volkswagen featuring the 1964 Beetle in commercials and Nationwide Insurance resurrecting its “Nationwide is on your side” catchphrase are examples.
American Lung Association is no exception. In an effort to stem the decrease in donations ALA is
interjecting modern flair into their century old Christmas Seals promotions. This popular promo, which mailed millions of decorative stamp-sized seals for Xmas card envelopes, was extremely successful over the decades up until the early 90s. Coinciding TV spots included A-List celebrity endorsers such as John Wayne and Gary Cooper. However, as ALA’s original mission of fighting tuberculosis expanded to include contemporary respiratory threats such as air pollution and smoking, their Christmas Seals promo remained relatively unchanged. Though Wayne and Cooper aren’t with us anymore, in the new TV spot a modern actor is shown lighting a gas lamp which goes into freeze frame then morphs into a seal, the exact seal from decades earlier and as a voice intones. “In 1946, the American Lung Association added clear skies to America’s Christmas wishes” as the seal is pressed onto to an envelope the voiceover continues, “For over 100 years your gifts to Christmas Seals have helped us fight for healthy lungs and air. Celebrate another year.”
The average direct mail donor to Xmas Seals ALA is 68 year old females. Only 10% of respondents aged 25-34 said they were “very familiar” with Xmas Seals. Compared to nearly half of those over 65.
ALA’s hoping to create more awareness in the younger audience by putting this ad, and other new retro ads, not only on TV but on-line with a Facebook application for sending virtual Xmas Seals to friends.
Real innovative thinking from a time past. Here’s to its success.
Labels: client, direct mail, fundraising
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