Cannes Lions

WALLET OF CHANGE

TEAM RED, Budapest / AMNESTY INTERNATIONAL / 2015

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Overview

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Credits

Overview

Description

Amnesty International Hungary has around 500 members to date giving them an annual budget of only 16.500 EUR when they actually need nearer 140.000 EUR.

In order to achieve this they need around 4000 members with each contributing at least 3 EUR every month.

Amnesty International Hungary not only needed a way to increase awareness of its work but also to recruit new supporters who were willing to support their cause financially.

The ‘Wallet of change’ is given to those who agree to sign up as an Amnesty International supporter for 6 months and make a donation of at least 3 EUR per month. Secondly it acts as a recruitment tool when in the hands of those who donate.

Execution

By printing a World Press Photo winning picture by Ben Curtis that portrayed human rights being violated on wallets we showed the problem Amnesty was fighting against. We placed the offender and the victim on two different parts of the wallet so as the wallet opened up the two parts got separated and the victim was no longer a part of the picture. With the line “Open for change” we demonstrated that even small donations can help Amnesty’s work and achieve its goals, putting an end to violation of human rights.

The ‘Wallet of change’ was given as a gift to those who agree to sign up as an Amnesty International supporter for at least 6 months and donate 3 EUR per month.

Outcome

As a pilot project Amnesty is very happy with the outcome the wallets brought.

The wallets became touch points and conversation starters for people who saw or came across them.

Amnesty International Hungary is looking to extend its wallet program following it’s initial success.

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