GIVE WHILE GIVING by Identity Works for THE SWEDISH CHILDHOOD CANCER FOUNDATION

GIVE WHILE GIVING

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Industry Against Cancer
Media Design & Branding
Market Sweden
Agency Identity Works
Released February 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: THE SWEDISH CHILDHOOD CANCER FOUNDATION
Product/Service: CHARITY CAMPAIGN
Agency: IDENTITY WORKS
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: IDENTITY WORKS, Stockholm, SWEDEN
Identity Works: Identity Works (Identity Works)
Media placement: Packaging Design - Packaging Design - 01/03/2010

Describe the challenges and key objectives
The challenge was to reach beyond the ordinary charity concepts. "Give Hope" is the foundation’s new way of driving donations. The gift boxes were the first step in the launch campaign. They are available online or via retailers and come in three sizes. There is also an envelope for gift vouchers. Communication was created via an online viral campaign, an animated TVC and event material. By downloading a digital badge and placing it on your website or blog you show support and become part of the movement. The concept can be rolled out to include more components and is adaptable to an international market.

Describe the brief from the client
This concept was created via our own initiative after a young daughter of one of our partners died of cancer. Almost every day in Sweden, a child is diagnosed with cancer - three out of four survive. The Swedish Childhood Cancer Foundation (‘Barncancerfonden’) works towards getting every child healthy again from cancer in order to live a good life again. This project aimed to support this work.

Describe how you arrived at the final design
The fundamental idea is the joy of giving and the philosophy that one snowflake can start an avalanche. So we created a movement. Many situations are based on the act of giving. On such generous occasions, the recipient can share his joy with a child fighting cancer. You ”give while giving”. The logo and packaging communicate the will to spread joy and hope with its calm whiteness and playful colours. During 2009 when working together with the avant-garde silver designers David&Martin the "Give Hope Necklace" was created. The "Give Hope" identity was transformed into physical form, still encapsulating the concept idea.

Give some indication of how successful the outcome was in the market
At givehope.se, people can spread the news about the campaign to friends and acquaintances. By downloading a digital badge and placing it on your website or blog, you show support for the Swedish Childhood Cancer Foundation, help generate donations and become part of the movement "To Give Hope". The concept has generated over 3 million SEK worth in media and the digital pin was downloaded by 1000 bloggers which generated 1,5 millions web hits.