Title	DE REGENBOOG GROEP
Brand	DE REGENBOOG GROEP
Product/Service	CHARITY- PLATFORM
Category	A07. Overall Aesthetic Design
Entrant	CODE D'AZUR Amsterdam, THE NETHERLANDS
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:uitdeeenzaamheid.nl. 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.