Media > Product & Service
ANOTHER, Copenhagen / BRNEFONDEN / 2014
Overview
Credits
Effectiveness
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. As we learned that it makes more people donate. When they know exactly who and what they are giving to.
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 children in West Africa.
PACK THE BAG: Has now become a product in Børnefonden's portfolio, due to the success of the campaign. And people can continue to pack school bags on Børnefonden's website.
Execution
Pack the Bag is an interactive campaign. Its main aim was to get people to make donations through their mobile devices, to raise money for school materials for children in Africa. Through the use of technology, we build an outdoor that instantly responded to all SMS donation made to Børnefonden. By blowing up a big school bag, and activating a big counter on the outdoor. A live camera filmed every donation, and a link to a video clip of your donation was sent back to your mobile, so you could share it with your friends.
Also the outdoor was placed on the main walking street of Copenhagen. Making it natural for people to stop, and interact.
Strategy
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 for Børnefonden 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.
INSIGHT: 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 give it to a child in Africa. And thus let people experience the joy of giving.
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