Cannes Lions

ARTIFICIAL LIMB CHARITY

OGILVY & MATHER JAPAN, Tokyo / MULINDI / 2006

Presentation Image

Overview

Entries

Credits

Overview

Execution

(1) Print the picture of a bare leg with emotional copy on the ticket, which is normally used for entertainment occasions.

(2) Give an impact to the target audience by making them cut off the part of the bare leg on the ticket, and provoke them to become donators for the charity by directing their attention to the reality in Rwanda.

Outcome

This promotion made the consumers realise the reality of Rwanda, and at the same time, it raised the awareness of the organisation and the amount of the donation raised during the campaign period.

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