Every year, MS Auckland hit the streets with brochures and buckets, looking to educate people about the disorder and raise money. This year they wanted to take things up a notch but with over 27,000 charities in New Zealand, finding a way to cut through was imperative.
Over a two-day period during MS Awareness Week, decision-makers in Auckland businesses were sent a free pizza. These people probably don’t have designated ‘give-to-charity’ budgets, however chances are they do have ‘team building’ allowances and would love an easy way to boost office morale AND give to charity at the same time. As a further incentive, they were given a special code to enter when ordering, giving them free delivery and it also enabled sales to be tracked.
The free pizzas caused widespread confusion – but all soon became clear. Stickers were placed on the inside of the pizza boxes, so that while in the confused headspace of receiving a pizza they hadn’t ordered, people read a message:
WRONG DELIVERY? IT HAPPENS A LOT WHEN YOU HAVE MS.
They were then encouraged to order a pizza shout for their office, with a portion of all sales going to MS Auckland.
By experiencing the confusion caused by a ‘wrong delivery’, this campaign educated people about what MS actually is in a unique, creative and engaging way, while also raising a bunch of money. Over $13K was raised. And with no budget, that’s a pretty tidy ROI.