'I AM HERE' campaign

• Thursday, 3 June 2010
• By Zoe Bruce
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Danny Silver HERE and No Longer Homeless

Last month, Danny Silver agreed to literally put himself up on a billboard. The reason he agreed to do this was to raise funds for Mobile Loaves & Fishes a Texas-based mission and in the hope of securing a home for him and his wheel-chair bound wife. With a combination of PR, traditional advertising plus social and mobile media - the campaign was a success. Within 48 hours enouh funds had been raised to get Danny and his wife off the streets and for Mobile Loaves and Fishes to launch an awareness campaign. Donations were made via a text message platform that easily allowed people to make contributions via their mobile phone.

The key drivers to this campaigns success were accessibility, a wise selection of integrated media and at the heart of it all, was an amazing concept. The campaign allowed for a real-time response, whereby people could text in their donations immediately after coming in contact with the media. Additionally to cater for the buzz this campaign sparked online, a payment method was also set up to allow for online donations. The diverse array of above and below the line media combined with smart PR allowed for this campaign to go global and experience real results. And ofcourse, without the campaign concept behind it all, Danny would not have been on that billboard and he would not be HERE in this blog today.

To read more about this campaign, head to AdAge for all the details.