Adsarchive » DM » SOS-Children's Villages » SOS CAMPAIGN FOR EDUCATION


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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Germany
Released July 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Agency: Wegewerk. Agentur fur kampagnen
Date of First Appearance: Jul 31 2009 12:00AM
Entrant Company: Wegewerk. Agentur fur kampagnen, Berlin, GERMANY
Entry URL:
Managing Partner/Senior Consultant: Frank Wernecke (wegewerk. agentur für kampagnen)
Creative Director: Ronald Liedmeier (wegewerk. agentur für kampagnen)
Director Concept: Uwe Venus (wegewerk. agentur für kampagnen)
Senior Project Management/Consultant: Sandra Timár (wegewerk. agentur für kampagnen)
Art Director: Florian Flechsig (wegewerk. agentur für kampagnen)
Art Director: Daniela Schmidt (wegewerk. agentur für kampagnen)
Writer: Mary Herrmann (wegewerk. agentur für kampagnen)
Project Management: Vanessa Dufner (wegewerk. agentur für kampagnen)
Development: Andreas Gaiser (wegewerk. agentur für kampagnen)
Development: Marko Deutscher (wegewerk. agentur für kampagnen)
Information Architect: Maja Mommert (wegewerk. agentur für kampagnen)
Media placement: Website - Http:// - 31 July 2009
Media placement: Posters - E.g. Via Wall AG, Ströer City Marketing - 11 August 2009
Media placement: Travel Planners - Trains Of The German Railways - 07 August 2009
Media placement: Web Banners - Different Websites (E.g.,, Tomorrow Focus) - 01 August 2009
Media placement: Mailing - Private Households - 11 August 2009

Describe the brief/objective of the direct campaign.
SOS Children's Villages is an independent international relief agency for children in need. In 132 countries, SOS Children's Villages offers a home to children in need of protection. Less well known is the wonderful education work they do. Our mission was to highlight this education work through a broad based, high visibility campaign. New and younger community members would be engaged first as supporters and later as donors. Ultimately, we sought to sustainably strengthen the relationship between SOS Children's Villages and their supporters.

Explain why the creative execution was relevant to the product or service.
The 'Schedule of Survival' is a tangible, blunt reminder of how hard the lives of children who are excluded from educational opportunities is. But readers were empowered to change the curriculum with their donations. They could physically lift away the 'Survival' schedule and instead fill in a fresh plan beneath it with the skills and subjects that would lead these children to a better life. In 193 schools worldwide, SOS is helping over 100.000 children out of the 'School of Survival'.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To drive home how hard the daily life of many children is, we created a school schedule with the title 'The School of Survival”' Instead of normal subjects such as reading or writing our plan included lessons like looking for food, begging or finding water. This schedule dramatised the contradiction between the children's right to an education and their daily struggle for survival. Children who can't access education never get the skills that will better their lives or lift them out of poverty. Supporters were called to 'Change the Schedule!' by lending a hand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The mailing reached and informed a vast number of existing and new donors about the educational work of SOS Children's Villages. Timetables in the German railways, posters, billboards and online banner ads drove a large audience to the campaign portal. Many of these registered as supporters on the website, and an additional 3700 people became fans on Facebook. These are not just new faces, but an important illustration of the deepening relationship between supporters and SOS Children's Villages' educational programs.