case studies

Save The Children's “OUCH” campaign

The brief:
Save the Children's “OUCH” campaign was launched to put pressure on the leaders at the G8 summit in 2006, to fulfil their promises on free healthcare for the world's poorest.

Save the Children required a strategy with a difference that encouraged people to act and positively engage with the OUCH drive. The campaign needed to be delivered to a strict budget, and be integrated through the line with the objective of maximising response to a text call to action: “Join us — Text Ouch to 88600”.

Solution and delivery:
Ymogen developed a complete cross-media application for the campaign, incorporating both a social website and mobile interactivity. The public were asked to take a picture (with their mobile phone) showing where they stuck their red OUCH plaster, and send it in via an MMS message.

All the images sent in were uploaded in realtime to an online gallery where viewers could also rate pictures, and view top ten favourites and celebrity pictures. The gallery site also provided the opportunity for visitors to be involved in moderating the site.