| Title | DEAD AIR |
| Brand | BUNDESVERBAND KINDERHOSPIZ |
| Product/Service | BUNDESVERBAND KINDERHOSPIZ |
| Category |
B04. Fundaraising & Advocacy |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
SERVICEPLAN HEALTH & LIFE Munich, GERMANY
|
|
Media Agency
|
TK-ONE Duesseldorf, GERMANY
|
|
Production Company
|
NEVEREST Munich, GERMANY
|
|
Production Company 2
|
INSTANT RECORDS Munich, GERMANY
|
|
Production Company 3
|
ISARMUSIK Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Mike Rogers |
Serviceplan Health/Life |
Executive Creative Director |
| Christoph Bohlender |
Serviceplan Health/Life |
Creative Director/Copywriter |
| J. Jackson |
Serviceplan Health/Life |
Copywriter/Art Director |
| Sven Hartmann |
Serviceplan Health/Life |
Graphic Designer |
| Chris Hirschäuser |
Freelancer |
Cinematographer/Director |
| Joerg Altner |
Instant Records Ton und Medienkonzept |
Producer |
| Anett Gruenbeck |
Neverest |
Creative Producer |
| Manuel Kotulla |
Neverest |
3-D/Special Effects |
| Tanja Kerner |
Neverest |
3-D/Special Effects |
| Robert Csakvari |
Neverest |
3-D/Special Effects |
| Thomas Koch |
tk-one |
Mediaberater |
| Lukas Bohlender |
Isarmusik |
Music Producer |
The Brief
A flaw in the charitable constitution in Germany has created a lack in funding for the German Association of Children’s Hospices.
Our goal was to raise awareness and motivate people to donate funds for its new Children’s Hospice Helpline.
We would achieve this by poignantly communicating the necessity of a dedicated 24-hour, professional children’s hospice helpline in an impactful and creative way.
Due to children’s hospices being a very sensitive subject, many would avoid giving it much thought. Our aim was to show them the reality and struggles that terminally ill children and their families experience in an unavoidable way.
Creative Execution
We worked together with Sebastian, a brave terminally ill child and his family, to create an experience that would appear on live-radio during one of Germany’s most popular call-in shows.
Sebastian was able to ask the host his tragic question, one of many questions that terminally ill children and their families often ask.
It was arranged to occur, seamlessly, during a conversational call-in show for maximum impact. To reach as many people as possible, we ensured that the experience happened during the show with the channels highest listenership.
Dead Air easily communicated the tragedy and uncertainty that terminally ill children and their families experience to a broad public through a conversation that those families frequently encounter, and their struggles to resolve it.
The striking 12-seconds of dead air, tragically and efficiently showed how necessary the Children’s Hospice helpline is in providing professional help, comfort and answers to those in need.
The emotional impact that “Dead Air” had on the public was seen instantly.
Donations to the German Association of Children’s Hospices tripled immediately after the experience aired.
The poignancy and immense success of “Dead Air” enabled it to be repeated and spoken of on Germany’s national radio station, “Deutschlandfunk”.
Due to the massive impact of "Dead Air", the project will be rolled out internationally.
A live radio event in the form of a striking conversation was chosen as the clearest way to communicate the necessity of a dedicated children’s hospice helpline.
Using this method we were able to provide a live experience of the kind of heart-breaking questions that terminally ill children and their families often ask.
We were also able to very clearly demonstrate, directly, how very important a dedicated children’s hospice helpline really is.
With this unique experience and striking dead air, caused by the hosts loss of words, we were able to simultaneously promote the helpline to those who need it and activate others into donating to the cause.