Advertiser: VOLKSHILFE ÖSTERREICH
Agency: Y&R VIENNA
Category: Charities
Cd: Gerd Haselsteiner (Y & R Vienna)
Copywriter: Georg Beer (Y & R Vienna)
Graphic Designer: Julian Foelser (Y & R Vienna)
Cd: Marc Oehlcke (Y & R Vienna)
Ecd: Tom Krutt (Y & R Vienna)
Ad: Lisa Port (Y & R Vienna)
Outcome
PR value of more than Euro 500,000.— plus donations worth 20,000 food packages.
Client Brief Or Objective
Austria is a rich country. Nevertheless, 10% of Austrians do not have enough money to buy food. Volkshilfe, a charitable organization, wanted to draw attention to this and collect money.
Implementation
Volkshilfe did this in a place where hunger can be experienced in an impressive manner: the constantly empty refrigerators of electronics stores. This is where the message “hunger!” was placed. Plus there was a number to text immediate donations to.
Relevancy
Hunger was dramatized where hunger is really felt: in front of an open fridge.