Meet these very special Promotion Girls Maria (82), Charlotte (86) and Klara (89). They did promo work for the Diakonie Frankfurt (Ger), the help organization from the Protestant Church.
The Diakonie-grannies walked through the centre of Frankfurt, just as in their everyday lives, and got into situations in which they needed help because of their age: crossing a street, carrying a shopping bag or using a ticket machine. If people helped the grannies, they were thanked with a flyer that said “We are looking for people just like you!” and which referred them to the website www.help-the-oma.de.
“We are recruiting in places where older people often need help: in everyday life. People who offer a hand here are perfectly suitable for voluntary work at the Diakonie,” Burkhart von Scheven, Chief Creative Officer Saatchi & Saatchi Germany, explains the idea behind the campaign. “The ‘help for the Oma’ depicts only a small part of the Diakonie’s work, but it illustrates what all volunteers have in common: the love for people and their desire to help others.”
More about the campaign and the success in this case study video: