| Why do you need AdAids help? | The Research Centre of the University of Auckland's Obstetrics and Gynaecology Dept was renamed 'Nurture' in 2005. A charitable trust (The Nurture Foundation for Reproductive Research) has also been set up to receive donations from individuals and corporate sponsors, as government funding for medical research has become difficult to secure. The Trust has not actively fundraised in the past, and its finances are very limited at present. The Nurture brand is not currently known outside the research centre itself. In order to raise funds to support ongoing rsearch, the NZ public (and potential corporate sponsors) need to be aware of Nurture, the work it does, and the contribution it makes to NZ society. Visit: www.nuture.org.nz |
| What is the issue or problem your organisation responds to and who does it affect? | Growing numbers of NZ couples are experiencing difficulties conceiving naturally or sustaining a pregnancy to full term. (Currently 1/6 coupes experience infertility). This problem is expected to increase dramatically in the next 10 years due to rising sub-fertility and obesity rates, and women delaying childbearing. This is a personal and societal issue. The family unit underpins NZ society, and most kiwis have a strong desire to create a family. Having children gives parents and society a sense of purpose and hope for the future that is essential for our survival. The Nurture Foundation funds and undertakes research into sub-fertility, miscarriage, pregnancy complications, reproductive cancers and menstrual disorders. Nurture's aim is to fund research that will help New Zealanders have families.
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| How could an advertising campaign help? What is the single biggest objective? | Advertising will help to raise awareness of the social problem Nurture addresses and show Nurture's commitment and role in helping to solve the problem. Without public awareness of Nurture's activities, it would be very difficult to obtain corporate sponsorship or donations from individuals who support our cause. The single biggest objective is to raise awaress of Nurture and it's role in helping New Zealanders have families.
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| Who is your target audience for a campaign? | Corporates and parents |
| If you need a campaign that requires a direct response for the public what resources do you have to manage this? | This is an awareness campaign. Ideally we would like to drive readers to the website (where online donations can be made) but first and foremost our objective is brand awareness. |
| How will you be able to measure the results? | We will be able to measure traffic to the website. www.nuture.org.nz |
| Do you wish this campaign to work nationally or in a local region only? | Locally |
| What timing challenges does this campaign present if any? | No time sensitive material should be included. |
| Do you have any previous campaigns created for you by an advertising or design agency? When and which agency? | False. When: . Which agency |
