DESIGN FOR CARE by Serviceplan Munich for Das Hunger Projekt

DESIGN FOR CARE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Serviceplan Munich
Creative Director Christoph Everke
Art Director Alexander Nagel Serviceplan
Copywriter Cosimo Möller, Luitgard Hagl
Account Supervisor Caroline Franke
Released January 2010

Credits & Description

Category: Self Promotion
Advertiser: DAS HUNGER PROJEKT
Product/Service: AFRICAN AID PROJECT
Agency: SERVICEPLAN
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Entry URL: http://designforcare.org/
Chief Creative Officer: Alexander Schill
Creative Director: Christoph Everke
Copywriter: Cosimo Möller, Luitgard Hagl
Art Director: Alexander Nagel
Account Supervisor: Caroline Franke
Graphic Design: Matthäus Frost
Illustration: Martina Wembert, Naja Conrads, Nils Kassiske, Damien / Elroy
Media placement: T-Shirts - Germany - 15.01.2010

Describe the challenges and key objectives
“Design for care” is a campaign by various European designers for the benefit of the aid organisation “The Hunger Projekt”. The campaign involves marketing designer shirts via an online store. The shirts not only look good, but also carry vitally important information in a purely visual manner. The price of each shirt covers the cost of another one, that is given away in Africa for free. So not only people there get new clothes, they also receive messages that help to improve their daily lives. Without a single word need to be said. Instead of donating money, people donate design.

Describe the brief from the client
To develop a practical, functioning fundraising concept for “The Hungerprojekt e.V.” aid organisation to support them in their educational work in Africa's neediest areas where most of the people can neither read nor write. The campaign must generate attention without relying on conventional appeals for donation and focus on people who are not “traditional” donors.

Describe how you arrived at the final design
The shirts were created by a range of designers from throughout Europe such as Nils Kassiske (Germany), Naja Conrad-Hansen (Denmark), Martina Wember (Germany) and Joachim Jacob (Sweden). The designs not only look good, they also carry vitally important information. But besides well known designer we asked people on our website to send us their own „designs for care“. They did and our site is still growing. Every customer makes a contribution towards Africa’s future and the fight against AIDS, drug abuse and contaminated water.

Give some indication of how successful the outcome was in the market
Since the campaign has not yet finished (started in January 2010), the response rate is still unconfirmed. However, there were hundreds of fans after just 24 hours on our Facebook page – and the number is growing daily. In the first 10 weeks after the launch of the campaign, 1356 T-shirts had been ordered across Europe via the online store.