After spending time living on the streets, we discovered that some of the homeless still carried their old business cards, to remind them of their former lives and help them maintain a sense of identity and self-esteem.

We took these business cards and put the Diakonie stamp on the back along with bank details for the charity, so people could make an instant donation. Their owners distributed them in business and high-income areas, amongst professionals with jobs just like the ones on the business cards.

How can we get closer to our targetgroup, other then placing the message directly onto a very personal and important item?! Not only does this make the message "touchable", but also guarantees recognition of the problem. All this in a situation where somebody already has a very strong emotional connection to the topic of losing.Instead of a huge wasteful media budget, this idea was based around direct, targeted communication. The overall increased donation income within the initiative period proves that this campaign was a success.