CLICK & DRAG & DONATE & REBUILD
Title | CLICK & DRAG & DONATE & REBUILD |
Brand | CONSORTIUM 1212 |
Product/Service | HAIYAN |
Category |
B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
Entrant Company
|
MORTIERBRIGADE Brussels, BELGIUM
|
Advertising Agency
|
MORTIERBRIGADE Brussels, BELGIUM
|
Credits
Jens Mortier/Joost Berends/Philippe De Ceuster |
Mortierbrigade |
Creative Director |
Vincent D' Halluin |
Mortierbrigade |
Strategy |
Stijn Jansen |
Mortierbrigade |
Creative |
Bram Ceuppens |
Mortierbrigade |
Creative |
Eline Rousseau |
Mortierbrigade |
Agency Producer |
Wannes Vermeulen |
Mortierbrigade |
Creative Developer |
Wietse De Ridder |
Mortierbrigade |
Creative Developer |
Erik Todts |
Consortium 1212 |
Marketing Manager |
The Brief
On November 8, 2013 the Philippines were struck by typhoon Haiyan. Killing 4500 people, destroying over 1 million houses, leaving 4.4 million people homeless, and affecting 30 million people in total. Thus turning a once beautiful place, into a ruin.
To help overcome this nightmare, the Belgian 1212 Consortium launched HAIYAN 2121. A joint operation of 5 major charity organizations: UNICEF, OXFAM, HANDICAP INTERNATIONAL, CARITAS, and MEDECINS DU MONDE to spearhead the reconstruction of the disaster area.
The goal was to sensitize people, and to raise funds.
Describe how the promotion developed from concept to implementation
In order to make donations easier and more tangible, we developed a new system of online fundraising based on the before and after satellite images of the areas that were struck the most.
Introducing Haiyan2121.be.
A website where you can select a piece of the devastated area simply by clicking and dragging. The larger your selection, the higher your contribution. And the higher your contribution, the bigger the piece of the map is reconstructed.
Via social media, you could easily show your friends how you contributed to rebuilding Haiyan. And see the website get rebuilt piece by piece.
Describe the success of the promotion with both client and consumer including some quantifiable results
In the end Haiyan2121.be did its part to help the Philippines. The system was very well received by online donors
And because of its user friendliness and very short set up time, arrangements have been made to further develop the click and drag system.
It will become the standard platform for all future online fundraising for the 1212 Consortium.
Explain why the method of promotion was most relevant to the product or service
Using the before and after images of the areas that were struck, confronted people with the drama. And it showed the positive side of what happens when you help: the reconstruction.
A very simple, but very relevant platform, that will become the standard for all future online
fundraising of the Consortium 1212.