Red Cross Poland, together with agency Cheil Poland, just launched a trail of new business-model like sort of funding for Red Cross.
In order to solve a huge social problem (which is malnourishment among Polish children) they’ve decided to look for solution deep down in social habits. That’s why they used table manners. The Red Cross is introducing a new way of handling cutlery after finishing the meal that will signal the staff to collect the plate and add 5 PLN to the bill.
Wojtek Kowalik and Maciek Kozina, Innovation Creatives at Cheil Poland: “The old dated fundraising models only provide temporary relief without solving the problems. The 700.000 malnourished Polish children is a huge social problem thus we think that solutions should be looked for deep in the social habits and interactions. That’s why we’ve decided to use a natural, every day code of behaviour which table manners are. We firmly believe that the new way of leaving your cutlery on the plate and associated donations system will permanently join our everyday lives as just one more rule of correct behaviour”.
The launch was last Friday. They have already collected some money and new restaurants (they have started with just four of them in two cities – Warsaw and Cracow) are asking to join.