Category C01. Digital Design
Idea Creation CODE D'AZUR Amsterdam, THE NETHERLANDS
Name Company Position
Kim Nieuwenhuijs & Madelon Uljee CODE D'AZUR Creative Director

The Campaign

De Regenboog Groep is committed to helping the 80.000 lonely citizens of Amsterdam by offering conversations with buddies (social workers). So you could say that words can solve loneliness. That’s where we found our idea. We’ve used the power of words and found a way to generate donations trough these words. That is why we have asked well-known authors to write the stories of these lonely people. The words contained in the stories can be revealed through donations made on the platform: For each €2.50 donated, one word is revealed. By working together, the contributors can unlock all the stories.

Creative Execution

Of course the website is fully responsive. The stories of the lonely citizens of Amsterdam is being told when you scroll down. To give this story extra attention to, the copy is highlighted as you move along when you scroll. The parallax in the scroll emphasizes the authentic feeling of Amsterdam. Which affects the user emotionally, especially the people that live in Amsterdam. The dotted lines between the words indicate the words still to be donated. The monotonous feel, the serif font and the paper look refer to a real book. The overall dark gloomy design makes the text of the story easy to read on display.

Indication of how successful the outcome was in the market

To drive as many people to our website filled with short stories as possible, we utilised the social channels of our writers and were lucky to be given loads of free media space and PR attention. The subject of loneliness touched many. The campaign just started and the first two stories are already revealed, raising 2.50 per word. Within two days the first story was revealed, that’s 1100 words and €2,067.50 raised – and counting. New stories are lining up to be put online and revealed by new contributors. So help De Regenboog Groep and fight loneliness with them. Word by word. One story at a time. Let's meet on

In their quest to put an end to loneliness, De Regenboog Groep offers conversations with “buddies” to lonely individuals. These individuals have interesting stories, but unfortunately no one to share them with. In order to be able to finance these “buddies”, we developed a platform on which to share the stories of these lonely people, while collecting funds through donations. New stories are continually uploaded to the platform, which enables donations to keep coming in. The platform works for everyone: people who donate money, receive a story, people who feel unheard, are heard. And The Rainbow Group collects money to fund the very import work they do.