Trócaire – Trobors

A fun campaign for a serious cause.

Ever “borrowed” from the Tròcaire box? We set up Trobors (Tròcaire box offender’s redemption society) to help you out.

Brief:

To re-engage our target audience with Tròcaire and encourage them to become regular givers.

Target audience:

Our audience were those who haven’t had a ‘conversation’ with Tròcaire since they were at school and given a Tròcaire box every month during lent.

Strategy:

At ICAN, we realised that we needed to do something that stood out from the clutter of charity appeals.  We discussed our own relationship with Tròcaire, a charity with which most school kids in Ireland have a relationship. And it was the fact that many of us were once fundraisers for Tròcaire, that sparked our fun approach. “Have you ever “borrowed” from the Tròcaire Box?” Our ads direct you to the Tròcaire box offenders redemption society for redemption.

Results:

This campaign created a lot of conversation online, through twitter and blogs. The CTR rate was twice the average. If you’d like to donate, please visit trocaire.ie