Cannes Lions

CHARITY FOR THE ELDERLY

DRAFTFCB SHIMONI FINKELSTEIN BARKI, Tel Aviv / ADAM LE ADAM / 2010

Presentation Image
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

Our campaign on behalf of Adam Le Adam, a charity for the elderly, had the goal of raising public awareness of the shocking fact that every year an increasing number of elderly people commit suicide. Over 50% of all suicides are committed by senior citizens.

Execution

We documented the personal stories of 100 elderly people living under the poverty line and borrowed their canes. On every cane we attached a label containing the personal story of the cane's owner, with the charity's phone number and website address and a call to action.

On International Day for the Elderly we created a 200 metre-long installation outside the city museum of the 100 canes marching without their owners.

The canes, each of which had a touching personal story, became a very tangible way for our target audience to 'touch' the elderly, and be 'touched' at the same time - offering an immediate call to action.

Outcome

The combination of a high impact "stunt" with the personal stories delivered both high awareness and high engagement, leading to: 1. A record-level of new volunteers2. A major increase in on-site donations 3. A 50% increase in visitors to the charity's website4. "Free" media exposure in the national pressWe achieved all this on a tiny budget of 3,000 Euros - creating significant ROI

Similar Campaigns

9 items

Float

TBWA\SANTIAGO MANGADA PUNO, Makati city

Float

2016, ABS CBN FOUNDATION

(opens in a new tab)