Title	PORTRAID – AN ART AIDED CHARITY PLATFORM
Brand	ABURY FOUNDATION & THOMAS RUSCH
Product/Service	PORTRAID – AN ART AIDED CHARITY PLATFORM
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Advertising Agency 2	SERVICEPLAN HEALTH & LIFE Munich, GERMANY
Production Company	NHB VIDEO Hamburg, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Maximilian Florian Schoengen	Serviceplan	Creative Strategist
Rohan Vitus Fernandes	Serviceplan	Copywriter
Azim Abasbek	Serviceplan	Art Director/Screen Designer
Kostiantyn Liakhov	Serviceplan	Art Director/Motion Designer
Thomas Rusch	Serviceplan	Photographer/DoP/Director
Florian Panier	Serviceplan	Executive Creative Producer
Dennis Fritz	Serviceplan	Senior Motion Designer
Boris Schechtman	Freelancer	Programmer
Matthias Rewig	nhb video	Executive Producer
Max Leist	nhb video	Producer
Gordian Gleiss	nhb video	Music
Yvonne Stroemer	nhb video	Editor
Julia Wenzel	nhb video	Editor
Mike Friedland	nhb video	Colourgrading
Susanne Reimann	nhb video	Author documentary
Simon Jokuschies	nhb video	2D VFX
Philipp Feit	German Wahnsinn	Sound Designer
Colin Solman	Freelancer	Speaker

The Brief

In developed countries, certain surgical procedures are just a matter of a phone call but these very surgeries are unaffordable and sometimes even unthinkable to people in some parts of the world. Also, donating money is a very impersonal act of giving. We created a direct and personal bond between the donor and the person receiving the donation and thereby promote the problem and raise awareness, giving them a direct and comprehensible cause for their donation. Because of the widespread cataract, many artisans in Morocco are not able to do their jobs and pass down knowledge, causing erosion of culture.

Campaign Success

Portraid was implemented through its first project IseeYousee for the Abury foundation. The main challenge for Portraid was to create a direct and personal connection from the donor to the person receiving the donation. The nature of the idea is to promote the fact that some people on this planet simply can’t afford even the smallest surgery, and in doing so activate our target group to donate to a specific cause. To generate momentum, we launched the website at the same day as the march edition of the National Geographic magazine was released, in which Portraid was featured as an 8 pages detailed article. Both mediums highlighting the upcoming exhibition in the Moroccan Embassy and encouraged the viewer with a 90 seconds descriptive clip and a 14-minute documentary to purchase a Portraid.

Describe the success of the promotion with both client and consumer including some quantifiable results

With Portraid we had a cross-media reach of nearly 130 million impressions making the problem a widely known issue, but what could be more of a result than giving back precious sight to 88 people who, otherwise, would have faced total blindness. The portraits, taken by famous German photographer Thomas Rusch were exhibited at the Moroccan embassy in Berlin. The exhibition was an overwhelming success —all of the portraits were sold through multiple channels within days after the launch. The result: The artisans featured in the portraits will now receive their free cataract operations in June. Portraid was also featured as a detailed article in the National Geographic which further drove curiosity to the website www.portraid.org and raised awareness of this new approach of helping people through the medium of photography.

Explain why the method of promotion was most relevant to the product or service

Since the main challenge was to get donations to help a cause, we needed an idea that makes the situation of current medical condition of underprivileged countries known to the developed world, while at the same time activate people to donate money for the cause. Why? It is hard to keep motivating people to give money while at the same time assuring them that their donations will reach the right place. For this we needed to activate people such that they emotionally get involved. Therefore we created a direct connection between donor and the portrayed person. With Portraid’s project IseeYousee 88 Portraits were photographed by a well know German photographer Thomas Rusch. As an activation we exhibited the Portraids at the Moroccan embassy in Berlin and online. The exhibition served as a splendid medium communicating a problem and activates people enough to buy the portraits, and in effect, donate money.