Landmines and unexploded ordnance like bombs, missiles and grenades kill and injure thousands of men, women and children every year. They can lie in the ground for decades, trapping people in fear and poverty by preventing them from using their land. Mines Advisory Group (MAG) have worked in over 40 countries, helping to bring safety to people living in fear by clearing mines from their communities. As we speak, forces battle to free Mosul in Iraq – and MAG have 90 teams of deminers working in the area, risking their lives to locate and destroy landmines, and enable families to return to their homes and start rebuilding their lives.
We’re proud to work with MAG and they recently asked Cherry Tiger to design press activity for their Iraq Appeal. Raising donations is crucial to MAG as it’s this that enables them to respond quickly to emergencies like Mosul. For this appeal, we developed an ad that directly supported the work of their PR team. The Saturday Telegraph were running a 5-page editorial piece on Mosul, focussing around photography taken on the ground by MAG’s international spokesman and award winning photographer, Sean Sutton. We needed to maximise the benefit of this fantastic exposure.
The resulting creative focussed on the urgency of the appeal and utilised the same photography suite from Sean. Telling the Mosul story simply with an arresting headline and clear ask gave us the stand out required. We also increased the donation ask normally requested in previous ads.
The donations generated were a fantastic example of PR, media and creative working harmoniously together. Not only did donations far exceed expectations, but having the supporting editorial with the advertising meant the shelf life of the activity was extended way beyond publication dates – with donations still being received in the following month.