Surf Summer Appeal

Event Details

Thu 31 Jan 8:00AM
Nationwide, National

Event Contact:

Matt Warren

Email: matt.warren@surflifesaving.org.nz

<p>The appeal this year will be a two month campaign launching on Friday 6&nbsp;December and finishing on February 2&nbsp;with the street appeal date being Friday 31&nbsp;January.<br /> The profile of Surf Life Saving is high through the month of January and we want to use this momentum to have maximum awareness for the campaign.</p> <h3><span style="font-family: HelveticaNeue-Light, 'Helvetica Neue Light', 'Helvetica Neue', Helvetica, Arial, 'Lucida Grande', sans-serif; font-size: 15px; font-weight: bold; line-height: 20px; text-align: justify;"> Background Information</span></h3> <p>National Jandal Day was launched in December 2007 as an opportunity for Surf Life Saving to raise much needed funds. In its first year, National Jandal Day raised approximately $260,000. This amount has steadily increased each year as the profile of Jandal Day has grown, raising over $350,000 in 2011. However last year's campaign was down significantly due to a number of factors including poor weather and the increasing cashless society that we live in.<br /> As a result of the recent Adshel Creative Challenge, where only a small number of designs incorporated the use of a Jandal, and based on the factors above we have decided to phase out the title of National Jandal Day and rename it the 'Surf Life Saving Summer Appeal' Which uses the surf life saving logo that everyone knows and supports. The Appeal will also incorporate a National Collection Day.</p> <h3>Overarching Strategy</h3> <p>This year, as well as changing the name, the appeal has been moved to a later date (Jan 31 street collection) and the campaign has also been extended into a wider two month period from December 6, 2013 to February 2, 2014. The campaign will focus on a key two week period, commencing January 13 and finishing on February 2, 2014 were a wider PR/Advertising focus will activate.<br /> Expanding the appeal dates allows for greater flexibility of involvement for clubs to include many existing events/activities that is part of the two month period and also creates increased opportunities for sustained media presence. It also offers numerous opportunities to build on and leverage a number of strong corporate relationships and partnerships and for clubs to use the associated appeal resources to engage the local community in getting involved<br /> As well as creating a sustained presence in local and national media the PR approach will create a viral buzz online through a variety of tactics including Facebook and Twitter. Included in the PR mix will be use of celebrities and ambassadors.</p> <h3><span style="line-height: 1.4em; text-align: justify;">There are many ways you can donate:</span></h3> <table border="0" cellspacing="7" cellpadding="7" style="width: 500px;"> <tbody> <tr> <td><img width="70" height="70" src="/media/147817/supportus_icon_online.gif" alt="Support Us _Icon _Online"/></td> <td valign="top"> <h4>Donate online</h4> <p>Make a <a href="https://secure.flo2cash.co.nz/Donations/SLSNZ/" target="_blank">credit card donation online now</a>.</p> <h4>TXT Donation</h4> <p>Txt 'Surf' to 933 to donate $3 now!</p> </td> </tr> </tbody> </table> <h3>Key Activities for the 2013-14 collection</h3> <ul> <li>Street Collections</li> <li>Online "peer to peer" fundraising campaign</li> <li>Club Activities (Clubs to decide what they do)</li> <li>Business and School Collection via clubs</li> <li>SLS Partner Collections</li> </ul> <h3><span style="line-height: 1.4em;">Key dates</span></h3> <ul> <li><strong><span style="line-height: 1em;">Upcoming dates</span></strong></li> <li style="list-style: none;"> <ul> <li><span style="line-height: 1em; text-align: justify;">Resources available - End November</span></li> <li><span style="line-height: 1em;">Launch 6</span><sup>th</sup> <span style="line-height: 1em;">Dec - Online promo begins</span></li> <li><span style="line-height: 1em;">Advertising and Promo 20 Jan</span></li> <li><span style="line-height: 1em;">Collection Day 31 Jan</span></li> </ul> </li> </ul> <p>&nbsp;</p> Organisation

Description

The appeal this year will be a two month campaign launching on Friday 6 December and finishing on February 2 with the street appeal date being Friday 31 January.
The profile of Surf Life Saving is high through the month of January and we want to use this momentum to have maximum awareness for the campaign.

Background Information

National Jandal Day was launched in December 2007 as an opportunity for Surf Life Saving to raise much needed funds. In its first year, National Jandal Day raised approximately $260,000. This amount has steadily increased each year as the profile of Jandal Day has grown, raising over $350,000 in 2011. However last year's campaign was down significantly due to a number of factors including poor weather and the increasing cashless society that we live in.
As a result of the recent Adshel Creative Challenge, where only a small number of designs incorporated the use of a Jandal, and based on the factors above we have decided to phase out the title of National Jandal Day and rename it the 'Surf Life Saving Summer Appeal' Which uses the surf life saving logo that everyone knows and supports. The Appeal will also incorporate a National Collection Day.

Overarching Strategy

This year, as well as changing the name, the appeal has been moved to a later date (Jan 31 street collection) and the campaign has also been extended into a wider two month period from December 6, 2013 to February 2, 2014. The campaign will focus on a key two week period, commencing January 13 and finishing on February 2, 2014 were a wider PR/Advertising focus will activate.
Expanding the appeal dates allows for greater flexibility of involvement for clubs to include many existing events/activities that is part of the two month period and also creates increased opportunities for sustained media presence. It also offers numerous opportunities to build on and leverage a number of strong corporate relationships and partnerships and for clubs to use the associated appeal resources to engage the local community in getting involved
As well as creating a sustained presence in local and national media the PR approach will create a viral buzz online through a variety of tactics including Facebook and Twitter. Included in the PR mix will be use of celebrities and ambassadors.

There are many ways you can donate:

Support Us _Icon _Online

Donate online

Make a credit card donation online now.

TXT Donation

Txt 'Surf' to 933 to donate $3 now!

Key Activities for the 2013-14 collection

  • Street Collections
  • Online "peer to peer" fundraising campaign
  • Club Activities (Clubs to decide what they do)
  • Business and School Collection via clubs
  • SLS Partner Collections

Key dates

  • Upcoming dates
    • Resources available - End November
    • Launch 6th Dec - Online promo begins
    • Advertising and Promo 20 Jan
    • Collection Day 31 Jan