Advertiser: VOLKSHILFE ÖSTERREICH
Agency: Y&R VIENNA
Category: Websites, Microsites & Banners
Graphic Designer: Julia Deinhamer (Freelance)
Copywriter: Karin Übelbacher (Y & R Brands Vienna)
Graphic Designer: Julian Fölser (Y & R Vienna)
Chief Web Developer: Lasse Rheingans (Rheingans)
CD: Gerd Haselsteiner (Y & R Vienna)
CD: Tom Krutt (Y & R Vienna)
Implementation
Christmas is the time for shopping. And a time for charity donations. Volkshilfe, a charity organization for the poor of Austria, went a new way and combined both. In the Poverty Webshop you were able to buy help for the poor. To buy with a click and payment via PayPal or credit card: 1 warm sleeping place for one person, 1 warm meal for one family, 1 warm accommodation for one family. You were able to purchase individually or share your purchase on Facebook and create a purchase group.
Client Brief Or Objective
Austria is a rich country. And poverty in Austria is not a public issue. So the campaign had to 1. draw attention to the problem and 2. call for immediate action–donations–in the time before Christmas, when anybody else collects money for charities or is busy with Christmas shopping.So we combined both: a real shopping experience in the land of plenty and helping the poor in one portal and with one click.
Outcome
Austrians purchased 34,990 meals, 22,783 sleeping places, 11,412 accommodations. 7 TV stations and almost all daily newspapers reported on it.
Execution
Because we used mechanisms that mimicked the typical impulse-shopping behavior to raise awareness and money for a good cause. Impulse-shopping in a rich country for the poor in this country. Two worlds: one solution.