Cannes Lions

CHARITY

JWT SPAIN, Madrid / UNICEF / 2011

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Overview

Entries

Credits

Overview

Execution

UNICEF QR is based on QR Code technology to generate donations, but instead of using a black and white code, we’ve reinvented it by using two images.By taking a photo with a QR Codes app, an SMS message is automatically sent to the phone. For example:“You’ve taken the first step to provide schooling for thousands of children, the next one is to send this message. It only costs 1.20 Euros.”Just by pressing this button, you’ll donate to UNICEF.What’s more we’ve increased the intrigue by eliminating logos and headlines. To know more, you’ll have to take a picture.

Outcome

The new UNICEF QR campaign has managed to convert conventional outdoor into a new medium for donating, investing not one Euro more than in previous years. The technology used is provided by the consumer, we only print as we’ve always done, but in a more innovative way.

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