Norwegian Church Aid: Now It Is Our Turn To Walk [Video], 1

Credits & Description:

Advertiser: NORWEGIAN CHURCH AID
Agency: POL
Geo: Norway
Digital developer: Christopher Einarsrud(Notch)
Project Manager: Ina Egelandsdal(POL)
Art Director: Jonathan Aglen(POL)
Copywriter: Petter Bryde(POL)
Digital developer: Simen Øian Gjermundsen(Notch)
Art Director: Thorbjorn Ruud(POL)
Copywriter: Daniel Eraker(POL)
Digital developer: Henning Gjerde(Notch)
: Maren Jacobsen(TVA)
Account Executive: Monika Augustsson(POL)
Entry URL: http://agnes.notch.no
Creative Execution
We visited 12-year old Agnes in Tanzania. We accompanied her on one of her daily walks to fetch water, and filmed her entire journey. The film was almost 3 hours long and posted on the website joinjus.no. For every new volunteer signing up, the film and therefore Agnes’ journey to fetch water, were made shorter. The aim was for Agnes’ walk to be 1 minute long. The campaign started spreading through sharing on Facebook.19 days later,100,000 people signed up. Then we had ensured that the every single residence throughout Norway would get a visit from a volunteer.
After only 2 weeks we achieved our goal of having 100,000 registered fundraisers. The “Water Changes Lives” campaign proved to be Norways best fundraising campaign ever, and it raised 40 million dollars. Every single Norwegian put an average of 7 dollars into our collection tins. There has never before been collected so much money on a similar found raising campaign in Norway1,2million people, 200,000 more than planned, will now have access to clean water.
The film that became shorter!
Norwegian Church Aid were in need of 100.000 people who would volunteer to go from house to house to collect money. They are running a number of water projects around the world. However, this year’s fundraising efforts were to build more wells and provide one million people with sustainable access to clean water.
We made a 3 hour film with a clear message to the target audience. Help us make it shorter!
People spending time helping other people, like to see the impact of what they do, and many also like to tell others that they help. This campaign thus got a self-reinforcing effect of shares on Facebook. For every new volunteer signing up to help, the film and therefore Agnes’ journey to fetch water, were made shorter. The aim was for Agnes’ walk to be 1 minute long.