Case Study: DDB Group Melbourne and Reach Foundation partner for ‘The Open Book Project’
Case Study – DDB Group Melbourne and the Reach Foundation have partnered to create an awareness campaign called ‘The Open Book Project’.
The aim was to show teenagers that everyone – even the most famous and successful people in Australia – went through exactly the same stuff once. So they asked celebrities for their teenage diaries and published them online.
What started as a trickle became a flood of entries and interest.
TV and radio personalities read their own diaries on air. National newspapers printed politician’s intimate confessions. Actors, sports stars, musicians and comedians all contributed stories of difficult times, determination, dreams, first loves and broken homes.
As DDB Group turned these entries into other mediums like outdoor, press, radio and DM, the public became captivated by these intimate glimpses compelling them to share their own online.
The Open Book Project generated over $1.2 million of editorial coverage, and spread Reach’s message to more than 9.1 million people, all on a $30,000 budget.
10 Comments
Just letting you all know that in addition to doing this, I’ve also done my timesheets.
Well done Dan. It’s that kind of initiative that’s keeping this industry afloat.
Probably one of the nicest things to come out of DDB in a long time.
That’s nice. Like it.
Very well done folks.
Simple idea, that obviously got traction in the media.
Good stuff.
Hope it helps the young buggers out there.
Thanks for reminding me Dan. Oops.
And, nice work man. Can I touch your trophy?
I’d just like to say Dan is one of the nicest young people in the business. I can’t tell you the number of times he’s helped me out with my timesheets.
Splendid work Dan.
I’d write more but need to do my timesheets.
Thanks for always doing me. And well.
Nice one Dan, I love love love this idea.