Break the silence

University of Melbourne

MEDIUM OF COMMUNICATION Direct Mail and eDM

TARGET AUDIENCE Warm and lapsed donors

TYPE OF CHARITY Education

BACKGROUND

The University of Melbourne (UoM) is a public research university. Founded in 1853, it is the second oldest university in Australia, and the oldest in Victoria. UoM wanted to push the status quo with alumni and internal stakeholders by re-vamping their end of year appeal. The campaign was two-fold: to raise money for research into preventions for stillbirth, and to engage alumni into other areas of giving.

CONCEPT 

Inspired by a doctor’s reflection on the silence in the delivery room with stillbirth, we developed a clear and simple campaign message, Break the Silence. It resonated deeply, and became the core of all communications.

UoM carefully selected alumni they thought would respond to a research theme, rather than their usual scholarships ask. We included an engagement card with every pack, so alumni could lend their voice and help break the silence around stillbirth.

SPECIAL MENTION

This campaign expressed the very real need for more funds for research into the prevention of stillbirth, both emotionally and rationally. It was unique, creative and innovative, and the university’s willingness to segment donors and test new approaches and themes certainly paid off. They were rewarded with much success and more donations than they expected.