Das Hunger Projekt DM DESIGN FOR CARE by Serviceplan Munich

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Industry Charities, Foundations, Volunteers
Media Direct marketing
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: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Entry URL: http://designforcare.org/
Chief Creative Officer: Alex 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 brief/objective of the direct campaign.
Design for care – is a campaign by various European designers for the benefit of the aid organisation The Hunger Projekt. Brief was 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. The campaign needed to generate attention, without relying on conventional appeals for donation while, at the same time, being particularly attractive to potential donors and people who would not traditionally be expected to be donors.

Explain why the creative execution was relevant to the product or service.
The designs were commissioned from a range of designers - drawn from throughout Europe – ensuring that we would obtain a wide variety of shirts in many different styles. This enabled us to appeal to a broad target audience who, in buying one shirt, would automatically be financing another one to be distributed by the organisation in Africa. In this way, every single customer could make their own contribution towards Africa’s future and the fight against AIDS, drug abuse and contaminated water.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea behind the campaign: We market designer shirts via an online store. The designs not only look good, but also provide vital information in a purely visual manner. When you buy one of our shirts, the price you pay will also cover the cost of another one, which will be given away in one of the most troubled regions of Africa where most of the people can neither read nor write. As a result, people do not only get new clothes, they also receive a message that helps to improve their daily lives. Without a single word needing to be spoken or read.

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.
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 this 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. Via social networking sites such as Facebook and Twitter we brought the idea to the general public. We also called on people to get involved and a number of users sent us their designs. The site therefore continues to grow even today.