DONATE FOR AFRICA. YOUR MONEY HAS NEVER BEEN MORE VALUABLE.
| Title | DONATE FOR AFRICA. YOUR MONEY HAS NEVER BEEN MORE VALUABLE. |
| Brand | DFC DEUTSCHE FUNDRAISING COMPANY |
| Product/Service | UNITED FOR AFRICA |
| Category |
B04. Use of Ambient Media: Small Scale |
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Entrant
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SCHOLZ & FRIENDS Berlin, GERMANY
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Idea Creation
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SCHOLZ & FRIENDS Berlin, GERMANY
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Credits
| Matthias Spaetgens |
Scholz & Friends |
Chief Creative Officer |
| Robert Krause |
Scholz & Friends |
Managing Creative Director |
| Mathias Rebmann |
Scholz & Friends |
Creative Director |
| Björn Kernspeckt |
Scholz & Friends |
Creative Director |
| Patrick Pichler |
Scholz & Friends |
Art Director |
| Wolfgang Warzilek |
Scholz & Friends |
Art Director |
| Andrea Senzel |
Scholz & Friends |
Copywriter |
| Sebastian Wiczak |
Scholz & Friends |
Account Manager |
| Yvonne Haupt |
Scholz & Friends |
Account Manager |
| Gerald Hensel |
Scholz & Friends |
Strategist |
| Benito Schumacher |
Scholz & Friends |
Print Producer |
The Campaign
To support the European campaign #DonateforAfrica we developed removable stickers for euro bills. With easy to understand icons they point out the enormous value of the donated bill in Africa.
Campaign Success
In May, coinciding with Africa Day, the website was launched and the first press release was sent out. National celebrities like Simone Thomalla and Ivy Quainoo, design blogs, companies, restaurants, bars and thousands of private persons supported the project and put the stickers into circulation. The campaign is still running.
Describe the success of the promotion with both client and consumer including some quantifiable results
Already within the first months people from different European countries ordered the stickers. In addition to celebrities, bars, restaurants, companies and the media, thousands of private persons supported the project. PAGE reported on it, Talenthouse (1,400,000 Fans), Design made in Germany (250,000 unique users per month) and Focus Online (17,000,000 unique users per month) helped to spread the message.
With very little investment UNITED FOR AFRICA collected more than 4 million litres of clear drinking water, 50,000 vaccinations, 10,000 school books, 4,500 lifesaving meals and 2,000 portions of baby food. And the campaign is still running.
Explain why the method of promotion was most relevant to the product or service
By transforming the euro bill into an advertising medium, everyone dealing with it becomes a promoter of our message.
Due to the fact that the stickers don’t depend on language, our target group includes every person from the age of 16 in the entire euro zone. To reach as many people as possible in different European countries, the euro bill is the perfect medium to spread our message, because nothing circulates as fast as money. Additionally it helps people to imagine the concrete aid UNITED FOR AFRICA can provide with a certain amount of money and through this motivates them to make a donation.
The stickers refer to the campaign’s website where people can order free stickers and learn more about the project. It links to the project’s initiator, where people can make a donation.