2021 Winner

CASE SUMMARY

INSIGHT
Procure is a Quebec charitable organization dedicated to prostate cancer. Its mission is to educate, support, spread awareness and fund research.

Annually, Procure hosts events across the province of Quebec to raise awareness about early screening and to collect donations. Historically, Procure has relied heavily on repeated donors giving great amounts of money.

In a world where attention is a high prized commodity, non-profit organizations are all fighting for attention, and more importantly donations. In this context, it is crucial for organizations to differentiate themselves and find creative ways to attract donors.

The org also found that men are less inclined to donate to charitable causes than women.

Prostate cancer represents 20% of cancer that men suffer from, so it wanted a way to encourage them to give to a cause that directly affects them.

In an effort to diversify the sources of donations, Procure and Rethink decided to create an innovative donation method specifically designed for men that both raises awareness and funds.

Another interesting fact is that 80% of men keep their wallet in their back pocket. This statistic inspired the agency to create an object that would facilitate the donation process for men, creating the first connected chair that could raise funds by simply sitting down.

EXECUTION
Rethink designed an iconic and recognizable object that would be associated with Procure and would make it fun to donate. It made it blue, the organization’s colour and chose a very simple chair design to make it easy to transport and place anywhere.

The chair was then fixed on a plate of the same colour, listing the 3 easy steps to donate. The chair’s seat has an integrated NFC contactless payment system that can automatically collect a small donation every time someone sits on it.

The NFC contactless payment system is identical to those found on payment terminals in stores. It accepts debit and credit cards that are placed directly in a wallet in the donor’s back pocket, as well as donations from a phone. Beforehand, the donor can choose the amount he wants to donate. Donors are also directed to Procure’s website to potentially increase their donation or become a recurring donor.

RESULTS
The “Give a Sit” initiative was launched on February 4th 2020 on World Cancer Day. On its launch date, it gathered attention from the media who relayed the information and spread the word about the initiative.

The launch video posted on Procure’s social media pages got an increase of 650% in engagement and 1,360% in reach. It also saw a net increase in first-time donations.

The team got to install the chair in a variety of spots where men can sit, like sporting events, festivals, waiting rooms, etc. They’re even partnering with global car service brand PointS to make it a permanent fixture in its service centers. The program was affected by the COVID-19 pandemic but that didn’t prevent the foundation from increasing micro-donations by 480%.

Credits

CCO: Nicolas Quintal
Creative Direction: Xavier Blais, Maxime Sauté
Art Direction: Edouard Coune
Copywriter: Raph Côté
Account Services: Catherine B. Mainville, Alex Lefebvre
Production: Marie-Pière Poulin, Katia Dupuy
Strategy: Suzy Truong, Pascal Routhier
Production house: Nova Film
Production house creatives: Alexis Dubosc, Charles Gaudreau
Director: Julien Roy
Direction of Photography: Antoine Caron
Post Production: Studio Expression
Technology: Cortex - Philippe Nadeau