Joslin Diabetes – All-Pro Challenge

GOLD: Category: Integrated: B-to-C Integrated Campaign

Building a Brand through Integrated Messaging
Vince Wilfork, New England Patriots defensive tackle, has been an active and visible fundraiser for diabetes causes, and he was the perfect image for a campaign by Joslin Diabetes Center. We created a brand, the “All-Pro Challenge,” using his image and his promise to match donations dollar for dollar during this campaign. The campaign featured a letter package and follow-up letter, an email message and follow-up message, a landing page, Facebook posts, and banner ads for the Joslin website. Photographs of Vince Wilfork and quotations from him appeared in most of the communications. The initial direct mail letter featured matching gift “checks” to give some tangibility to the promise of matching funds. The campaign realized an average direct mail gift of $38.49 and an average online gift of $104.21. The total raised exceeded the client’s goal by 19%.