1. St Vincent de Paul
Anti-dumping
campaign
Jan 2015 - April
2015
1

2. St Vincent de Paul Society:
working for “love, respect, justice, hope and joy, and
shaping a more just and compassionate society”
(St Vincent de Paul Society, 2014)

3. 2012-2013
•48% of the societies total funds
•Almost $2 million dollars to the community
(Annual Report, 2014)

8. MESSAGES AND TACTICS

9. ABOUT TO DUMP HERE?
WE HAVE TO CLEAN THAT UP.
DONATE RESPONSIBLY: VISIT WWW.VINNIES.ORG

10. ABOUT TO DUMP HERE?
WE HAVE TO CLEAN THAT UP.
DONATE RESPONSIBLY: VISIT WWW.VINNIES.ORG

11. Placed strategically above each of the posters
248 stores in NSW

12. Media (January 2015 - April 2015):
-Catholic Weekly
-Church bulletins
-Local media e.g. ‘Southern Courier’
-Sunday Telegraph
-Sun Herald
-Sydney Morning Herald
-Channel 7,9,10 6pm news
-The Project
-A Current Affair
-Facebook
-Twitter
-Updated website with google map
-Vinnies volunteer videos and interviews

13. TIMELY: Launched in January (after Christmas when people have more goods
to donate or would be interested in a “good will” story
IMPACTFUL: Emotive, personal and interesting
PROMINENT: Vinnies is well known
CONFLICTUAL: Encourages empathy for volunteers/contempt for those who
dump
UNUSUAL: Original and creative approach
CLOSE PROXIMITY: There are Vinnies stores in almost every suburb or
town in NSW
There are Vinnies stores in almost every suburb or town in NSW
There are Vinnies stores in almost every suburb or town in NSW
There are Vinnies stores in almost every suburb or town in NSW
There are Vinnies stores in almost every suburb or town in NSW

14. BUDGET
JAN-APRIL 2015
JAN-APRIL 2015
JAN-APRIL 2015
• $50 000
• Poster costs
• Internal organisation costs
• Spotlights
• Media Releases
• Backgrounders
• Social media moderators
• I.T specialists