[Watch the World Youth Day 2008 TVC at the bottom of this story]

World Youth Day 2008 organisers are encouraging Sydneysiders to take part in the July event through an advertising campaign featuring the tagline: World Youth Day – The time of your eternal life.

The integrated campaign is aimed at the Sydney market with the main message that World Youth Day is open to all and bigger than one would expect.

We know that many Sydneysiders are keen to be involved in the largest celebration Sydney has ever hosted and this campaign aims to tap into this goodwill, WYD08 COO, Danny Casey said.

Catholics are the largest religious grouping in Sydney but many are not regular churchgoers; we want to make sure all are welcome.

The campaign includes a mix of metropolitan and suburban print, FM radio, online, outdoor and television media, which began on 20th April and continues to mid July.

The campaign includes door-drops to half a million Sydney homes, inviting them to volunteer, become a HomeStay host or attend events during the WYD08 week.

The creative is designed to emotionally reach the audience, just as the event will when 225,000 registered pilgrims and tens of thousands of others celebrate during the WYD08 week, Mr Casey said.

As part of the campaign, we also have tactical messages focusing on recruiting HomeStay hosts and volunteers, he said.

Advertising agency DRAFTFCB developed the creative for the above and below-the-line activity.

The head of strategic services at DRAFTFCB Sydney, Jonathan Samengo, said the campaign was not only aimed at the broader Christian audience.

It’s important for the Church that Catholics feel very proud of both the event and how it’s being positioned. It’s like the Opening Ceremony of the Olympics. At the Sydney Olympics organisers not only had to showcase Australia to the world, they had to ensure the event reflected modern Australia and how we really see ourselves.

Other tactical headlines include:

  • Happiness – one souvenir you’ll definitely take home
  • An excellent source of pure joy
  • Find total serenity in a crowd of thousands

Sydney will host the 23rd World Youth Day from 15 – 20 July. Organised by the Catholic Church but open to all, the event will mark the first visit of His Holiness Pope Benedict XVI to Australia.