HASAN & PARTNERS, Helsinki / PLAN FINLAND / 2013
Fundraising is broken. More people than ever are in need, but on the street, fundraisers are ignored. Plan Finland supports girls in developing countries and relies on donations. We created Girls Can, to make helping social and fun again. In Girls Can, virtual cans of coins are passed on from person to person via Facebook. It's fundraising done friend-to-friend, instead of stranger-to-stranger. Instead of blaming people for not participating in fundraising, we made it something they want to be engaged in – and following the development of one’s can is fun.
The relevance comes from the name: Girls Can. As Plan has been always been supporting girls in developing countries, it felt natural to communicate the empowerment. It is a fact that every euro invested in girls gives multiple euros to the community. When the initiative to donate comes personally from a friend, the threshold to donate is lower. By making the donation function like a physical object, we were able to make it feel more concrete and less prone to be ignored. It's fundraising done friend-to-friend, instead of stranger-to-stranger.
So far, the campaign has reached 1706 donors, with an average donation of 30,46€. Of these donors, most are people who have not donated before. There are 477 cans in circulation and more are started every day. The cans have visited 37 countries and travelled over 1,1 million kilometers. The average response rate is over 15%.
DRAFTFCB + SHIMONI FINKELSTEIN BARKI, Tel Aviv
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