Deutscher Caritasverband: Keys Of Hope [video]

Credits & Description:

Agency: Bbdo Group Germany
Brand: Deutscher Caritasverband / Caritas International
Country: Germany
Advertising Agency: Bbdo Group Germany, Dusseldorf
Entrant Company: Bbdo Group Germany, Dusseldorf
Media Agency: Bbdo Group Germany, Dusseldorf
Pr Agency: Ketchum Pleon, Düsseldorf
Production Company: Bbdo Craftwork, Düsseldorf
Additional Company: Bbdo Live, Düsseldorf
Editor: Juhn Kim, Jason May, Claude Keller, Lina Montag, Samir Saad, Lukas Schmücker, Kai Thorarensen, Anna Weigel (Craftwork)
Art Director: Kirsten Dey-Kanani (Bbdo Düsseldorf Gmbh)
Typographer: Tobias Saul (-)
Art Director: Ailton Henriques (Bbdo Düsseldorf Gmbh)
Senior Art Director Digital: Fabian Haumann (Bbdo Düsseldorf Gmbh)
Producer: Michael Koch, Sarah Asic, Sabrina Niehuis (Craftwork)
Chief Production Officer: Steffen Gentis (Bbdo Group Germany Gmbh)
Chief Creative Officer: Wolfgang Schneider (Bbdo Group Germany Gmbh)
Director Of Photography: John Barr (C/o Cobblestone Filmproduktion Gmbh)
Account Team: Verena Schödel, Benjamin Kraus, Marvin Ruthmann, Janette Woelwer, Anouk Huisman (Bbdo Düsseldorf Gmbh)
Print Producer: Bernhard Burg, Dörte Reintgen-Krombusch (Bbdo Düsseldorf Gmbh)
Chief Creative Officer: Darren Richardson (Bbdo Düsseldorf Gmbh)
Agency Producer: Alexander Link (Bbdo Düsseldorf Gmbh)
Producer: Peter Lony, Ulla Vogel (Cobblestone Filmproduktion Gmbh)
Music/Sound Supervisor: Ric Scheuss, Alexis Papandimitriou (Tro Gmbh Music Services)
Post Production Company: - (Craftwork - A Brand Of Ad Agencyservices Gmbh)
Creative Director: Marie Therès Schwingeler, Andy Wyeth, Konstanze Bruhns (Bbdo Düsseldorf Gmbh)
Music/Sound Design: - (Tro Gmbh Music Services)
Photographer: Bradley Secker (-)
Director: Charlie Crane (C/o Cobblestone Filmproduktion Gmbh)
Creative Managing Director / Executive Creative Director: Kristoffer Heilemann (Bbdo Düsseldorf Gmbh)
Execution:
The Keys of Hope live event, digital campaign, and social media outreach, as well as blogger program began in early 2016 and are planned to continue throughout the year.
Outcome:
People found an engagend with the keys Keys of hope prints and biographical films. They were engaged online via PR, social and blog posts. They connected and shared the stories with their peers, generating 300% more traffic to the donation platform. Sponsored media placement resulted in reaching over 17 million people.But most important of all, the public debate changed, turning an anonymous mass of refugees back into human beings. It has given hope to people who need help.
Campaign Description:
Creative Idea:The Keys of Hope campaign was based on one small insight that gives a more human perspective to one of the biggest tragedies of our time: While refugees have to leave everything behind, there is one thing they all take with them – their house keys – a symbol of hope that one day, they will return.The campaign idea was to share 10 human stories behind 10 keys. Documented in Caritas refugee camps all over Europe, photographs and videos reveal the motivations of those fleeing their homes, none of which are economic. Campaign viewers would get to know people just like them, who had hopes, dreams, happiness, and a home they didn’t want to leave.
Strategy:
• Target audience The campaign was aimed widely at Europeans - everyone affected by the refugee crisis.• PR Planning/Approach: The campaign starting poing was the 5th anniversary of the war in Syria.We opened with a press conference hold by Caritas international alongside the Keys of hope art exhibit. A photography campaign by British documentary photographer Bradley Secker, accompanied by biographical films.A robust digital hub showcased the same content plus a deeper dive.Traditional and online PR - bloggers, influencers, celebrity posts and people all over the social web helped to spread the Keys of hope message and directed people to the platform.
Synopsis:
• SituationAfter 5 years of war in Syria, 12 million people had left their homes. But what they found were closed borders. And closed hearts. Refugees weren’t being viewed as innocents forced from their homes against their will that deserve compassion and a helping hand. They were seen as economic opportunists, financial burdens, and even potentially dangerous.• BriefTurn the tide of growing apathy and distrust into solidarity and active support for Syrian refugees. Educate and motivate people to care and contribute to those who so desperately need help. • Objectives- Increase contributions to Caritas International for the purpose of supporting their refugee centers across Europe.- Soften public opinion toward the real victims of the war in Syria, raising awareness of their desperate plight.