The objective of the ‘Sally’s First Show’ campaign developed by OgilvyOne Melbourne was to increase donations by about 23% on the previous year, while mailing to a smaller audience.
Seeing a live performance can change the course of a child’s life and career. But if you live far away from a theatre – or you don’t have much money – it’s hard to get the opportunity to see a show.
To give as many Victorian primary and secondary students access to as many live performances as possible, Arts Centre Melbourne set up the First Call Fund. Since 2008, the First Call Fund has enabled over 15,000 Victorian students (and their 1520 teachers) to experience the performing arts at Arts Centre Melbourne, many for the first time. This inspiring program is funded through the generosity of donors.
Read the full article here.