Cannes Lions

FUNDRAISING APPEAL

BBDO NEW YORK, New York / UNITED WAY / 2008

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Overview

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Overview

Description

Our challenge was to reach a notoriously difficult audience, employees of an ad agency, and appeal to them for donations. We thought, “What better way to grab their attention than to engage them physically in their own environment?”

Execution

Rather than relying on traditional media (i.e. posters, etc.), we chose something different. We placed nearly 400 wallets throughout the office. In many cases employees were with a colleague when they spotted the wallets, which doubled our exposure and word of mouth. Most people who picked up a wallet called the contact number that we placed inside. When they called the number, they were greeted with a message stating that they were good at heart for trying to return the wallet and the United Way needs more good people like them to donate.

Outcome

As a result, we reached nearly half the agency and inspired them to go online and donate. A total of $73,000 was collected for the United Way.

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