| Title | CARITAS "KEYS OF HOPE" |
| Brand | DEUTSCHE CARITAS / CARITAS INTERNATIONAL |
| Product/Service | WORLDWIDE HELP FOR PEOPLE ON THE RUN |
| Category |
A07. Charities, Public Health & Safety, Public Awareness Messages |
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Entrant
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BBDO GROUP GERMANY Düsseldorf, GERMANY
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Idea Creation
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BBDO GROUP GERMANY Düsseldorf, GERMANY
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Media Placement
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OMD GERMANY Düsseldorf, GERMANY
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PR
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KETCHUM PLEON Düsseldorf, GERMANY
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Production
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COBBLESTONE FILMPRODUCTION Hamburg, GERMANY
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Production 2
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CRAFTWORK Düsseldorf, GERMANY
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Additional Company
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BBDO LIVE Düsseldorf, GERMANY
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Credits
| Wolfgang Schneider |
BBDO Group Germany GmbH |
Chief Creative Officer |
| Darren Richardson |
BBDO Düsseldorf GmbH |
Chief Creative Officer |
| Kristoffer Heilemann |
BBDO Düsseldorf GmbH |
Creative Managing Director / Executive Creative Director |
| Marie Therès Schwingeler, Andy Wyeth, Konstanze Bruhns |
BBDO Düsseldorf GmbH |
Creative Director |
| Kirsten Dey-Kanani |
BBDO Düsseldorf GmbH |
Art Director |
| Ailton Henriques |
BBDO Düsseldorf GmbH |
Art Director |
| Fabian Haumann |
BBDO Düsseldorf GmbH |
Senior Art Director |
| Verena Schödel, Benjamin Kraus, Marvin Ruthmann, Janette Woelwer Anouk Huismann |
BBDO Düsseldorf GmbH |
Account Team |
| Steffen Gentis |
BBDO Group Germany GmbH |
Chief Production Officer |
| Alexander Link |
BBDO Düsseldorf GmbH |
Digital Media Designer |
| Michael Koch, Sarah Asic, Sabrina Niehuis |
CraftWork - a brand of ad agencyservices GmbH |
Producer |
| Juhn Kim, Jason May, Claude Keller, Lina Montag, Samir Saad, Lukas Schmücker, Kai Thorarensen, Anna Wegiel |
CraftWork - a brand of ad agencyservices GmbH |
Editor |
| Bradley Secker |
- |
Photographer |
| Peter Lony, Ulla Vogel |
Cobblestone Filmproduktion GmbH |
Producer |
| - |
CraftWork - a brand of ad agencyservices GmbH |
Post Production Company |
| - |
TRO GmbH Music Services |
Music/Sound Design |
| Ric Scheuss, Alexis Papandimitriou |
TRO GmbH Music Services |
Music/Sound Supervisor |
| Charlie Crane |
c/o Cobblestone Filmproduktion GmbH |
Director |
| John Barr |
c/o Cobblestone Filmproduktion GmbH |
Director of Photography |
| Tobias Saul |
- |
Typographer |
| Bernhard Burg, Dörte Reintgen-Krombusch |
BBDO Düsseldorf GmbH |
Print Producer |
The Campaign
The Keys of Hope campaign was based on the small insight that gives a more human perspective to one of the biggest tragedies of our time: While refugees have to leave everything behind, there is one thing they all take with them - their house keys - a symbol of hope that one day, they will return. The campaign idea was to share 10 human stories behind 10 keys. Documented in Caritas refugee camps all over Europe, photographs and videos reveal the motivations of those fleeing their homes, none of which are economic. Campaign viewers would get to know people just like them, who had hopes, dreams, happiness, and a home they didn't want to leave.
Execution
The Keys of Hope live event, digital campaign, and social media outreach, as well as bloggger program began early 2016 and are planned to be continue throughout the year.
People found an engagened with the Keys of hope prints and biographical films. They were engaged online via PR, social and blog posts. They connected and shared the stories with their peers, generating 300% more traffic to the donation platform. Sponsored media placement resulted in reaching over 17 milion people. But most important of all, the public debate changed, turning an anonymous mass of refugees back into human beings. It has given hope to people who need help.
The Situation
The Keys of Hope campaign ws initiated with two key objectives in mind - soften public opitinon of the refugee crisis and increase contributions - both of which would influence ongoing peoples behaviour and help bring some much needed support for refugee needs, both urgent and long term.
The Strategy
- Target Audience: The campaign was aimed widely at Europeans - everyone affected by the refugee crisis.
- PR Planning/Approach: The campaign starting point was 5th anniversary of the war in Syria. We opened with a press conference hold by Caritas International alongside the Keys of Hope art exhibit. A photography campaign by British documentary photographer Bradley Secker, accompanied by biographical films. A robust digital hub showcased the same content plus a deeper dive. Traditional and online PR - bloggers, influencers, celebrity posts and people all over the social web helped to spread the Keys of hope message and directed people to the platform.