CHOC Childhood Cancer Foundation tasked LIVE Communications to conceptualise an annual campaign to build awareness and raise funds for the battle that children and teenagers face against childhood cancer.
The campaign needed to instantly resonate with South Africans, creating a head-to-heart connection with staying power. It had to be recognisable, authentic, and something South Africans from every walk of life, age group, and region could jump on board with.
The campaign also had to have longevity, as it would be repeated on an annual basis with the view to increase awareness and participation on a continual basis.
Our creative team took a long hard look at every South African to find a common connection that the nation could identify with, embrace, and participate in. The idea for Flip Flop Day was born. Flip Flop Day is an annual event for which the public can buy a sticker and then flip on their flip-flops for the entire day – from the classroom to the boardroom and everywhere in between.
The money raised from the sticker sales of this colourful, foot-friendly takeover was given to CHOC Childhood Cancer Foundation. The campaign was kicked off with a huge success and has now been added to the CHOC annual calendar; and we’ve successfully run this campaign for 4 years.
Since 2020, when we launched the initial Flip Flop Day, we have raised R4.2 million through this initiate.
Through The Line Marketing:
Radio ads on national radio stations
Press advertisements in national newspapers
CHOC’s social media channels, emailers, and digital banners
Direct Marketing: Desk drops for Press
Character animation & creation: Animation – used on social media channels
“CHOC’s annual event was celebrated on the 18th February 2022, and it was bigger, better and filled with more sole.”
CEO OF CHOC CHILDHOOD CANCER FOUNDATION