Cannes Lions

HOMELESSNESS CHARITY

SAATCHI & SAATCHI BERLIN, Berlin / DIAKONISCHES WERK FRANKFURT / 2010

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Overview

Entries

Credits

Overview

Execution

Gracebook is all about many people joining hands to help defeat homelessness. On the central platform users can track how many beds have been contributed altogether as well as how many their community and themselves have given. Gracebook also features a live tracking of the aid. Users can directly see what their donations helped to make possible.

In order to maximize the impact of Gracebook we used the internal facebook mechanisms to reach as many people as possible. In addition we deployed several PR tools to spread the word. We also approached potential users at locations where our issue became most apparent: checking into hotels, being given a home by a host family etc. - in these moments of relevance we used ambient media to stress the point that they had just been given a home and how easily they could return the favor online.

Outcome

Thanks to the unique application, our communication activities and the generosity of facebook users everywhere, Gracebook is becoming one of the most successful examples of social media charity. The easy-to-use interface and the minimal effort required to partake have made Gracebook the “red ribbon” of homelessness on the internet. As Gracebook as growing as you read this it is best you check the live results (Friends, Fans, Donations, PR) on our tracking blog: http://www.amendegewinnenimmerdieguten.de/diakonie/gracebook_en/

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