Børnefonden is a Scandinavian charity, dedicated to help poor children in Africa. They wanted us to help them raise money for school materials, to improve education in African schools.

PROBLEM: In recent years donations have been declining. Because people have started questioning what actually happens to the money they donate.

ALSO: Smaller donations for charities are mainly made from mobiles today. Therefore the campaign had to activate donations through mobile devices.

When you give a donation to charity. You want to know that it will make a difference. So instead of making a campaign to get donations. We made the donations people gave into a campaign. Pack the Bag is an interactive outdoor that instantly responds to your SMS donation, by blowing up a big school bag. The concept is simple: When you pack the back on the outdoor, by making a donation. We pack a real bag with school materials and give it to a child in Africa. And you instantly see the difference your donation will make.

IMAGE: As a result of the campaign Børnefonden reclaimed its position as a trusted NGO. Future campaigns for Børnefonden will work with transparency, and bridge the gap between those who give, and those who receive.

RESULTS: The bag on the outdoor was packed 5,909 times. Meaning we could pack 5,909 real bags with school materials and give them to the children in West Africa.

PACK THE BAG: Has now become a product, due to the success of the campaign. And people can continue to pack school bags on Børnefonden's website.

Research shows that giving makes us happy. Mainly because of the positive feedback we get from those who receive. With this campaign we wanted to bridge the gap between those who give, and those who receive. Pack the Bag is the closest we could get people to packing a bag with school materials themselves, and giving it to a child in Africa. And thus let people experience the joy of giving.