| Title | A SMALL HEAVEN |
| Brand | MISSION21 |
| Product/Service | FUNDRAISING FOR CHARITY MISSION 21 |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
WALKER Zürich, SWITZERLAND
|
|
Advertising Agency
|
WALKER Zürich, SWITZERLAND
|
Credits
| Pius Walker |
walker Agency AG |
Creative Director |
| Stefanie Huber |
walker Agency AG |
Art Director |
| Heinz Helle |
Walker Agency AG |
Copywriter |
| Nathalie Kornoski |
Walker Agency AG |
Illustrator |
| Jenny Grunberg |
walker Agency AG |
Graphic Designer |
| Cornelia Nuenlist |
walker Agency AG |
Account Director |
|
Tuna Production |
Producer |
|
Yves Scagliola |
Editor |
|
Jingle Jungle |
Sound Studio |
Brief Explanation
Situation
How can Mission 21, small Swiss charity raise money to continue their education initiatives in third world countries?
Idea
With an integrated direct mail campaign, that combined the worlds oldest media (the book) and it's newest media (the internet). Whereby modern technology allowing the addressee to become part of a story themselves.
Results and Effectiveness
A Small Heaven created more then while spread positive reactions. Thanks to the donations a new school in South
Sudan can open it's doors in 2015. Helping more than hundred children to get access to education and a better future. On top of that, mission 21 got vital donor information for further fundraising campaigning.
Creative Execution
A hardback novel was mailed by postal service to 20'000 individuals, naming each one of them personally as the author.
A Small Heaven is the dramatic story of Karim, a young South Sudanese boy in a refugee camp. On page 20 the story abruptly stops, leaving only blank pages. The reader was then invited to make a donation in order to continue Karim's tale.
After payment on a microsite they then got the second half of the story as an eBook. Combining pre-written text elements and the users date (name, sex, donation) the reader now becomes a named character within Karim's life and plays an active part towards the happy ending of the story.
Insights, Strategy and the Idea
The target audience consisted of 20'000 Swiss residents with higher income and a history of donating to charity.