Cannes Lions

The Wish Banknote

UNITED COMMUNICATIONS GROUP, Taipei / UNITED WAY / 2024

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Overview

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Overview

Background

The annual amount of charitable donations in Taiwan has declined by 34.8% compared to last year. Additionally, Taiwanese tend to support individual disadvantaged issues in charity, significantly impacting United Way of Taiwan, which puts effort into assisting over 300 social welfare organizations and more than 16 categories of marginalized groups. In this critical moment of reduced fundraising and increased burdens on disadvantaged communities, we aim to utilize attention-grabbing outdoor to inspire people to take action and donate to United Way of Taiwan.

Execution

In order to raise awareness that United Way is a non-profit organization that helps many different underprivileged groups at the same time, we chose to display a collage which is a gigantic 1,000 NT Dollar banknote, and consisted of wishes from many underprivileged individuals, at the busiest department store in Taipei, attracting numerous shoppers during the Chinese New Year to recognize the desperate needs of multiple underprivileged groups and families. People realized that through supporting United Way, the money in their hands has limitless influences, and one donation helps different underprivileged individuals.

Outcome

The wish banknote collage created a buzz in news coverage and social media, moving many Taiwanese to support United Way. The fundraising of United Way has increased 416%. United Way of Taiwan use the fund to assist 150,770 individuals with disabilities, 254,362 elderly living alone, 359,667 underprivileged children, 93,159 indigenous people in remote areas, 161,140 rare disease patients, 353,850 underprivileged women, homeless individuals, and drug addicts. The Wish Banknote successfully helped many underprivileged individuals fulfill their wishes.

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