Media > Use of Media

THE SOCIAL SWIPE

KOLLE REBBE, Hamburg / BISCHOFLICHES HILFSWERK MISEREOR / 2014

Awards:

Silver Cannes Lions
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Overview

Credits

Overview

Effectiveness

Thanks to the digital posters with just a single motif, over 3,000 EUR were raised at international airports in the first month only. We made sure our posters stayed on people’s mind longer: when those who gave received their credit card bill, they were suggested to turn their one time donation into a monthly gift. Compared with the same period of time last year, the number of regular givers making three or more subsequent donations rose by 23%.

Execution

The Social Swipe is a media-based donation method which triggers an interactive experience: when a credit card is swiped through the poster it cuts through the bound hands of an imprisoned Filipino child helping him to return to a normal life. Another scenario lets one to provide a daily meal for a family in Peru: a credit card swipe cuts a slice of bread from a loaf.

Strategy

Since 1958, the relief organisation MISEREOR has been supporting people through self-help initiatives around the world. In the fight against poverty and injustice every single euro counts, yet donation fatigue is setting in. How can it be shown in an innovative way that even a small donation can have a big impact? To overcome this hurdle, we developed an entirely new medium for giving: the Social Swipe – the first poster that accepts credit cards.

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