Cadburys Drive Awareness - In aid of the Irish Cancer Society (ICS)

Abstract

The purpose of this study is to evaluate the feasibility of conducting a drive through cinema in the Galway region to raise awareness for the ICS. Cadburys drive awareness will be a one day event that will involve two screenings of the latest Halloween Movies that will hit the cinemas in October of each year. The 2006 remake of The Omen and the 2001 Monsters Inc films will be the contingency films. The event will be a charity fundraiser for the I.C.S (Irish Cancer Society). The money raised will play a vital role in achieving world-class cancer services in Ireland, to ensure fewer people get cancer and those that do have better outcomes. Cadburys will be the main sponsor for the event with their world known brand name this will add prestige to the event, and raise awareness. Screening one will target families and their smaller children, before the screening families can enjoy traditional Halloween food such as Colcannon, barn brake, and sweets/chocolate from the Cadburys stand in the allocated picnic areas which will also provide entertainment such a story teller by the bon-fire, face painters and a Caricature. The second screening will target an 18 to 24 year olds, and couples. This show will include the same food and confectionary but no pre-screening entertainment. Since the decrease in the growth of the economy cinema revenue has being reported by Devoncroft (market research and strategic analysis for digital media) to have increased by 40% from 2009 (Zaller, 2011). In November 2010 the first permanent outdoor cinema was opened in Ireland. Due to their success since the opening and the rise in cinema numbers, this gives an opportunity for another drive through cinema in a different location with the hope of raising money for the ICS. Based on the research found the projected profit for this event will be €11,981.89.