Citizens Advice Bureau highlights true value of their free advice in new campaign via Stanley St
Ahead of potential future budget cuts, Citizens Advice Bureau and Stanley St have launched a new campaign to raise awareness of the true value of their free advice.
Citizens Advice Bureau (CAB NZ) is Aotearoa’s free advice and assistance service on a range of issues. Staffed by volunteers, CAB helps all New Zealanders understand their rights and obligations, and how to use this information to get the best outcomes.
Being a free service – used mainly by those who can’t afford expensive legal and civil advice – the value of CAB’s services often goes unrecognised by the public.
In partnership with Trade Me, CAB’s free advice is now listed for its astonishing true value – taking the form of broken, everyday items that represent a variety of areas that CAB can help with. The eye-watering prices they’re listed for is the actual value of advice provided for that category in the last month.
Says James McHoull, managing director at Stanley St: “CAB has provided support to so many New Zealanders over the years, yet many people still don’t know where to turn when good advice is needed most. We needed a campaign that got people talking about CAB’s services, while shining a spotlight on the true value of their free advice to those who make the funding decisions.”
More compassionate funding contributions mean CAB can keep their doors open longer, allowing everyone to continue to have access to their services when they need it.
Says Anna Yates, executive creative director, Stanley St: “We wanted to creatively showcase the true value that CAB provides to the public. Using Trade Me’s platform we’re raising awareness by listing items for extortionate prices, at a moment when value is top of mind – all while highlighting the fact that CAB’s advice is free. And as an added benefit, people can also access the free advice using Trade Me’s “ask the seller” Q&A section under each listing.”
John Farrell, a former senior executive of some of the world’s most well renowned hotels, says that since he started as a volunteer at CAB six years ago, he has taken more than 700 calls – and not one of them has been the same: “I am always surprised at how many Kiwis don’t know about our services, that we can help them for free in their time of need, or to help solve the trickiest situations. This is our chance to remind New Zealanders of this extremely important service and the impact our advice can have on people’s lives.”
Advice Auctions will be promoted through OOH, and digital media, directing people to the Trade Me listings.
Client: Citizens Advice Bureau
Creative Agency: Stanley St
Media: Stanley St
Production: FilmThreeSixty
Media Partnership: Trade Me, Go Media, and MediaWorks
PR: Kimberly Kastelan
18 Comments
CAB practically saved my life. Love to see them getting this support. Nice one.
That’s fairly clever. Well done.
Interesting visuals, made me think about the difference between value and price. Job done!
CAB is a charity that deserves better than a confusing 31-word piece of OOH.
If you think the idea is the OOH, I think you’re the one that’s confused
Cool idea for a very good cause
Snappy and very topical. Nice one Stanley St.
Dear responder to my amazing comment – I have an exciting update:
I saw it in the wild – a five-second rotation on DOOH.
Sad to say, but it still doesn’t make sense.
A real pity. It was hard to read too.
If your strategy (I’m assuming you’re from Stanley Street) was to say that CAB offers cheaper advice than professional lawyers and it’s been auctioned on TM, then you’ve chosen a medium that doesn’t suit the creative. Perhaps a pamphlet, radio ad, or a fax machine mailout would’ve worked better?
What was the brief? CAB is auctioning free advice on TradeMe to raise funds.
If the creative can’t beat the proposition then keep thinking.
CAB is a great organisation that has been under govt/Council threat for too long. It deserves better.
Dearest Author of Amazing Comments – thank you for the update.
Your assumptions are also amazing, incredible in their inaccuracy.
I am, in fact, not from Stanley Street.
The idea is, in fact, the auctions, not the OOH.
As with most things, the OOH is to spread awareness, which they have done – on a five-second rotation on DOOH.
But you stuck the landing at the end – CAB is a great organisation that has been under threat for too long.
Here’s the amazing part – that’s clearly why the idea exists.
What a dog’s breakfast.
Too hard to compute for me, and I was slightly interested. Moving on.
what’s the objective here? what do you want us to do? are we already donating towards any future budget cuts? is this really the best way of reaching those who can’t afford the aforementioned expensive legal and civil advice?
Umm, here you go dude so utterly compelled to mansplain. The media may be wrong according to car drivers….but you ignore the dwell time accorded most of us who are not so 20th century in the way we get around, and therefore in the way we consume media. But that aside, this is a good idea that may need a bit of fine tuning media wise, but it is a vital communication for consumers being thoroughly ripped off, run over, and (if you are a reader of CB comments) ranted at, so I for one am applauding it.
So good to see Stanley Street employees in the comments section. This is a turd.
ad for Trade Me ……Make MY logo bigger.
This is a Grand Speccy
TLDR
Thank you whoever organised this. 👏👏👏