Every three hours in Wisconsin, a child enters into the foster system because of domestic abuse, neglect or alcohol and drugs in the home.
That’s what this new campaign from Serve Marketing is about. They has partnered with the Coalition for Children, Youth and Families to bring attention to the need of foster care families in Wisconsin.
They worked with foster parents, foster children, college students and the surrounding communities to create the “Shelter From the Storm” campaign.
A follow-up to last year’s Silver Anvil nominated “Turn A Life Around” handstand campaign, umbrella flashmobs across the state will occur throughout the month of May (Foster Care Awareness month). These bright yellow umbrellas symbolize the safe haven that a foster family can provide to a child in need.
Gary Mueller from Serve Marketing: “These kids’ lives are like being caught in a virtual storm every day. That’s why we chose to use iconic yellow umbrellas as the metaphor for foster parenting and what it means to these children. That when you become a foster parent, you’re literally giving kids shelter from the storm.”
Billboards and a televised PSA direct viewers to FosterParentsRock.org, where information about becoming a foster parent is available.
This case study is about a campaign done in German cinemas by homeless charity fiftyfifty. They let people experience how homeless people feel in winter - live at the movies.
Music by Daniel Mustard perfoming ‘Creep’.
A weather forecast but not what you would expect. Called ‘Days of Hope’, the idea originates from Saatchi & Saatchi Berlin and focuses on the impact the cold January weather has on the many homeless people in Europe. Real people living on the streets are invited to a TV studio to present the weather in place of the regular weather-readers. When presenting the weather, the homeless person will allow the audience to take a closer look at their daily lives and make a request for donations to the charity.
The performance is not very exiting. It’s the surprise effect what make this campaign powerful.
The video below is from Romania and the same idea is also done in Russia. The campaign is being rolled out for Diakonie Frankfurt across Germany within the next few weeks. Switzerland will launch this week with Poland anticipated too.
John Pallant, Saatchi & Saatchi Regional Creative Director EMEA: “This is a very simple, but surprising idea, which we are expecting to get a lot of attention, stimulate conversations around this important issue, and most important of all, increase donations”.
Stephanie Nerlich, President, GREY Canada explained: “While most vending machines are filled with tempting treats like chips, candy and chocolate bars, this machine houses synthetic waste, including moldy foods, rotting fruit and half-eaten snacks, to disrupt everyday notions of choice and availability. The vending machine reminds passersby that although no one chooses to eat garbage, it’s an everyday reality for many Canadians.”
Naturally, the best bit of any temporary placement like this is the highlights video to be shared online! Salvation Army has just shared one that captures students’ reactions to the unexpected items available inside the machine.
Don’t worry, the machine doesn’t actually dispense garbage! Staff and students could only make a donation to the Salvation Army by dropping coins into the slot.
The vending machine was part of a larger “Simple Dreams” campaign aiming to “educate a younger demographic, that typically wouldn’t donate financially to the organization, about Canada’s hunger tragedy.”
Creative, shocking or unexpected things in vending machines makes for memorable guerilla marketing. Do you remember the Coca-Cola’s Spreading Happiness machines from a few years ago? This summer, Australia’s chip brand Delites set up a similar prank vending machine in a public square, but its tone was far more sadistic, asking people to complete Stanley Milgram-esque challenges to win treats.
Here’s three other examples of vending machines & charitable causes:
UNICEF’s “dirty water” vending machines in New York included a text-to-donate campaign:
Japanese vending machines configured to allow commuters to make a donation to the Red Cross:
IKEA’s vending machines recycle lightbulbs for donations to charity:
Does this kind of guerilla marketing spark any ideas in you?
A street newspaper in Gothenburg, Sweden, has launched an interesting fundraising campaign. Using a spoof hotel chain site, Faktum (not to be confused with the Ikea cabinets) offers locals the pleasures of sleeping in the urban wasteland where the homeless people live.
The copy is entirely straight-faced. From the screengrab above:
A stay at the Skeppsbron wharf assures you a waterside vista in the heart of the city. The world’s largest maritime museum is close at hand and Gothenburg’s opera house is no more than a short walk along the Göta river – just beyond Casino Cosmopol.
The “rooms” cost 100 Swedish Krona (about $15 USD) per night. You can book them for yourself, or for a friend (who will be notified on Facebook). The money goes towards Faktum’s work to help the socially vulnerable and disenfranchised.
The online campaign is masterfully executed. I’ll just have to assume that since the client is so close to the street people, folks there made sure their beneficiaries were okay with the satirical send-up of their situations.
In Barcelona, there are around 3.000 homeless people. Arrels Fundació has been working for more than 25 years with one goal: #ningudormintalcarrer (#nobodysleepingonthestreet).
This Christmas, the foundation launched a fundraising campaign with the name “People with a heart”. The objective is to raise awareness about homelessness and to raise funds to provide housing the homeless. To make sure that there is #ningudormintalcarrer.
Cardboards are often used in homelessness campaigns. And also in the campaign from Arrels Fundació is it a logical choice.
Arrels Fundació: “The cardboard symbolizes sleeping on the street and the heart reminds us that homeless people also have one. By using the hashtag #ningudormintalcarrer (nobodysleepingonthestreet) in the design, a combination of online and offline action is achieved.”
Nice animation from the Canadian Red Cross for the holiday season. It’s a call to donate instead of spending money on just things.
At their gift store visitors can buy a Family Survival Kit with stuff Canadian families really need.
In Belgium, about 5.000 disabled people are on a waiting list for a disabled-friendly house. Inclusie Invest, a non-profit cooperative society, organizes such housing projects. To make people aware of Inclusie Invest and the housing shortage, 6 disabled squatted a house in the middle of a street in Brussels. In that very house, they recorded their own version of Madness’ well-known hit Our House.
When a homeless person gets out of the streets ... too often, they fall back in. That’s the theme of the new advertising campaign of Accueil Bonneau.
Accueil Bonneau is a shelter for homeless people in Montréal Canada. It is a day centre, a dining room, a clothing depot, a lodging and much more.
With this campaign they wants to remind the general public that they need donations to continue supporting the homeless by responding to their basic needs and offering social reintegration services.
I’ve done many blogpost with cardboard messages in all forms. This fundraising campaign from England is one of the best examples.
It is made by Publicis Life Brands Resolute for The Passage, London’s largest voluntary-sector, day-centre charity for homeless people.
Publicis have been working with The Passage the past few months to create new campaigns. A couple of weeks ago, they headed over to Victoria station in London to see their first piece of work in action.
Publicis: “The idea was simple: give each volunteer a sign highlighting the purpose of The Passage in a unique way. As cardboard signs are typically associated with homelessness, these would act as the hook to capture the attention of passers-by.
The effect of the boards was immediate. We watched as people slowed down to read them, filmed them on smartphones and popped money in the pot.”
During the three hours the signs were being used, donations increased by over 25%. The campaign also reached over 650,000 people on Twitter after being re-tweeted by the likes of Creative Review and Media Promoter.
This evening (Eastern Standard Time), Canadian Space Agency astronaut Commander Chris Hadfield will return to Earth after five months orbiting our planet in the International Space Station — eventually serving as commander of the mission. At 53, Commander Hadfield is a veteran astronaut, having been in space previously to work…
Africa For Norway was one of the highlights we wrote about last year. ‘The funniest campaign this year’ I said. Being funny was the strategy Sindre Olav Edland-Gryt explained in the recently recorded TEDx talk in Barcelona. It’s Radi-Aid vs Oh Dear. “By turning the tables the spoof video has…
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Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
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