| Title | WORDS OF WELCOME |
| Brand | VEREIN FÜR BERLINER STADTMISSION |
| Product/Service | TAPE ROLL |
| Category |
A08. Charities, Public Health & Safety, Public Awareness Messages |
|
Entrant
|
DDB GROUP GERMANY Berlin, GERMANY
|
|
Idea Creation
|
DDB GROUP GERMANY Berlin, GERMANY
|
Credits
| Myles Lord |
DDB Group Germany GmbH |
Creative Managing Director |
| Tom Hauser |
DDB Group Germany GmbH |
Executive Creative Director |
| Marlon von Franquemont |
DDB Group Germany GmbH |
Senior Art Director |
| Mahmoud Fathy |
DDB Group Germany GmbH |
Head of Design |
| Reinier Gorissen |
DDB Group Germany GmbH |
Senior Copywriter |
| Yvette de Wit |
DDB Group Germany GmbH |
Art Intern |
| David Barton |
DDB Group Germany GmbH |
Client Service Director |
| Catrin Schmid |
DDB Group Germany GmbH |
Account Director |
| kapacht GmbH, Berlin |
kapacht GmbH, Berlin |
Production |
| MediaMonks, Amsterdam |
MediaMonks, Amsterdam |
Web Agency |
| text&form GmbH |
text&form GmbH |
Translation |
| Maik Reichert |
Maik Reichert |
Filmmaker |
| Timo Stammberger |
Timo Stammberger |
Photographer |
| Jeroen Eduard van der Meer |
MediaMonks, Amsterdam |
Executive Creative Director |
| Maarten Breda |
MediaMonks, Amsterdam |
Digital Producer |
| Daniela Ferrer |
MediaMonks, Amsterdam |
Project Manager |
| Damian Lattiero |
MediaMonks, Amsterdam |
Designer |
| Cristian Fernandez |
Maik Reichert |
Designer |
| Fabian Guerrero |
MediaMonks, Amsterdam |
Developer |
| Victor Garrido |
MediaMonks, Amsterdam |
Developer |
| Sara Pedroncelli |
DDB Group Germany GmbH |
Junior Account Manager |
| Matthias Grebin |
DDB Group Germany GmbH |
Motion Designer |
The Campaign
Words of Welcome is a design concept that turns every aid donation into a German language lesson.
Together with language experts, we developed a phonetic system that combines German language and the Arabic script. We created phonetic transcriptions for the names of the most essential items and created a new label for these products. By reading these labels aloud in Arabic, refugees can instantly pronounce the word in perfect German. With every relabeled product refugees add a new German word to their vocabulary.
We created transcribed labels for 28 essential aid items for refugees:
Water, adhesive bandages, shower gel, shampoo, soap, baby milk, baby bottle, diapers, baby pacifier, sanitary pads, toothpaste, toothbrush, cough syrup, football, winter jacket, underwear, socks, note book, reading book, batteries, blanket, razor, neckerchiefs, rain boots, teddybear, cookies, nuts and hot water bottle.
Campaign Success
In collaboration with multiple refugee shelters, we selected the most essential products that serve the basic needs of the refugees. Next, we developed a phonetic system together with language experts to create phonetic transcriptions for the names of these items. To support as many people as possible, we created these transcriptions in three languages: Arabic, Farsi and Urdu.
By printing the transcriptions on a simple roll of box tape we made it easy for volunteers and refugees to repackage the donations on site. The tape uses 7 different colours representing different product categories –helping to differentiate food, sanitary, medical and baby products. The platform caters for the first 28 words every refugee needs to learn so they can communicate their basic needs. Even more words on their way to be produced.
An online platform enables people to help spread the word to other citizens, brands and corporations to attract new sponsors.
Describe the success of the promotion with both client and consumer including some quantifiable results
We empower Syrian refugees in Germany to instantly communicate their basic needs in German. ( Please see case film for references )
To date we produced over 70.000 metres of tape to help refugees learn German - helping asylum seekers feel more understood and more welcome in their new environment.
Explain why the method of promotion was most relevant to the product or service
We used Words of Welcome to promote the learning of the German language amongst Syrian refugees. Language is the key to integration and to providing meaningful support for Syrian refugees in Germany–so we created a simple promotional mechanic that helped them to instantly pronounce the most important German words. By relabeling aid products they receive on a daily basis we were able to give them instant lessons that they could in turn share with others. By promoting the project via our online hub and social sharing platform our supporters are able to help spread the word to corporations and sponsors.
To achieve our goal of helping to bridge the communication gap we had to keep costs and logistics to a minimum while ensuring that our impact was substantial. The idea needed to help Syrians learn the German language but also needed to be easily implemented by volunteers in crowded and often chaotic camps. We focused on the first 28 words every refugee should learn in German; the names of the essential items they need every day. We then created a design system to help learn these words and applied them directly to the items as a replacement label. With every aid product they received they were able to learn the word and subsequently ask for this item in fluent German.