30 millions d’amis
An appeal to animal lovers
30 millions d’amis has ‘national treasure’ status in France. For 40 years, it was a popular TV series finishing in 2016. A charitable foundation was established in 1995, its objective to combat any kind of animal suffering. In 2019, the charity decided to go back on TV, this time with direct response advertising to recruit new regular givers. Using the iconic whistle and theme tune from the programme, it immediately transported the viewer back to the much-loved TV series.
The script provides an empathetic narrative describing the need for the foundation’s work and giving a clear call to action. The response smashed all targets for both phone and online donations.