Cannes Lions

CHILD HUNGER AND POVERTY RELIEF

SAINT ELMO'S AGENTUR FUR KREATIVE ENERGIE, Munchen / CHILDREN FOR A BETTER WORLD / 2005

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Overview

Description

Sad but true. With each passing day, instead of chocolates in a traditional advent calendar, the audience receives more and more information on child poverty in Germany. This illustrates what life is like behind many doors in Germany, and not only at Christmas time. Behind the last door of the calendar, on December 24, is a call for donations as well as the relief organisation's account number.

Outcome

The response among the target group was enormous. Children for a Better World noted an increase in donations of 12.5% compared with the previous year. The task of creating a special 'stand out' Christmas mailing was successfully fulfilled.

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