Direct > Use of Media
NAILS
OGILVY GROUP AUSTRIA, Vienna / DEBRA AUSTRIA / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
Butterfly children suffer from a painful, incurable genetic skin disease. But nobody cares. Except Debra-Austria, an NPO of affected families. The challenge: create awareness for the needs of butterfly children and collect donations to build a treatment and research centre in Salzburg, Austria.
CampaignDescription
The world of butterfly children is a dangerous and rough one. The campaign shows in a very involving way that even harmless things can damage the skin of butterfly children. Water drops turn into nails in the TV commercial. On a poster a pair of shoes is filled with drawing pins. And on the direct mail showing a flannel, we put sandpaper.
Outcome
Donations 2003 (no campaign): EUR 146,600. Donations 2004 (start of campaign incl. TVC in June): EUR 298,500. The campaign doubled the annual donations in only half a year. Debra-Austria now also has donations in kind from many Austrian companies and solid reportings in the nationwide TV-channel ORF and several newspapers. The treatment and research centre in Salzburg, Austria, will be opened in November 2005.
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