Cannes Lions

DONATIONS

KOLLE REBBE, Hamburg / BISCHOFLICHES HILFSWERK MISEREOR / 2014

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Credits

Overview

Description

The challenge was to increase people’s willingness to give and remind them in an attention-grabbing way that even a small donation can have a big impact. Our objective was to devise a solution that is both entertaining and innovative.

Execution

The Social Swipe is a media-based donation method which triggers an interactive experience: when a credit card is swiped through the poster it cuts through the bound hands of an imprisoned Filipino child helping him to return to a normal life. Another scenario lets one to provide a daily meal for a family in Peru: a credit card swipe cuts a slice of bread from a loaf.

Outcome

Thanks to the digital posters with just a single motif, over 3,000 EUR were raised at international airports in the first month only. We made sure our posters stayed on people’s mind longer: when those who gave received their credit card bill, they were suggested to turn their one time donation into a monthly gift. Compared with the same period of time last year, the number of regular givers making 3 or more subsequent donations rose by 23%.

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