How First Hug Used Direct Marketing to Build Awareness of their Agency

Each year in Israel, about 300 babies are abandoned in hospitals throughout the country. A nonprofit organization called Hibuk Rishon (First Hug) is dedicated to providing those babies with the warm human contact they need in the critical first weeks and months of life. It became clear that in order to succeed, Hibuk Rishon needed to make their case.

To build awareness, First Hug turned to Tel Aviv ad agency BBR Saatchi & Saatchi.first hug had to make their case

“We were asked to call attention to First Hug activities and raise the level of donations to the organization,” said Yossi Lubaton, CEO of BBR Saatchi & Saatchi. “People were not familiar with the association, let alone its activities. Also, they didn’t necessarily feel a connection to the abandoned babies because it’s something that’s beyond them — not part of their everyday concerns.”

The agency team knew that people feel a stronger connection to things that are tangible to make their case: “Abandoned babies are not just a statistic in some report,” says Lubaton. “They are real and defenseless and in need of people’s help.” They turned to Direct Marketing to Build Awareness.

The PSA campaign included printing lifelike photos of babies on doormats and leaving them at doorsteps. The message read: “Every year hundreds of babies are abandoned in Israel. You can help them.”

The doormats grabbed people’s attention when they opened their front door in the morning.

As a direct result of the campaign, there was a 162 percent increase in the number of calls made to the First Hug hotline, plus a steady rise in the level of donations made.

Non-Profits always need to remember to tug at their prospects heartstrings. Non-profits need to use compelling photos to help make their case.