The campaign, called Five by Fifteen, aims to achieve United Nations Millennium Development Goal five, which is to improve maternal health, by 2015.
Hat-Trick was appointed in June 2009 following a tender process that saw consultancies respond to an open brief. MSI shortlisted four
Hat-Trick was chosen because of its understanding of the audience and its idea to create a staggered mailout of brochures and viral films to capture the campaign’s professional ’time-poor’ target audience, says MSI communications manager Chris Duncan.
The consultancy created three brochures, a website and four films for the campaign, each using a blue and black colour palette and emotive photography. Hat-Trick creative director Jim Sutherland says, ’The creative is all based around doors, both in reference to the MSI logo and the idea of access for all.’
The website, which launches before the Millennium Development Goals summit in September, features an impact calculator to access reproductive health statistics from around the world.