Cannes Lions

AIDS AWARENESS AND ACTIVATION

THE BRAND EXPERIENCE (POSTERSCOPE), New York / WORLD VISION / 2008

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Overview

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Credits

OVERVIEW

Execution

The unique multi-sensory exhibit consists of four life lanes, each with a series of ‘rooms’, representing stages of the child’s life. Guests walk through one life lane as the story is retold by the child who experienced it.The life lanes were developed to bring people as close as possible to the reality of the child’s life, before inviting them to move into a chapel to reflect.After the experience is over, guests walk into an area featuring profiles of children in Africa they can sponsor with a monthly donation of $35.

Outcome

To Date (six months):Over 31,000 visitors through the exhibit.3,436 people pledged $35/month (18 month value: $2,164,680).Over 300,000 merchandise and cash gifts donated.Over 100 media hits, including coverage by #1 daily newspaper and TV station in almost every market.Total funds raised: $2,464,680

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