UNICEF (United Nations International Children’s Emergency Fund) DM REPAY FOR GOOD by Serviceplan Munich


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Industry Charities, Foundations, Volunteers, Human Rights
Media Direct marketing
Market Germany
Agency Serviceplan Munich
Creative Director Christoph Nann, Maik Kaehler Serviceplan
Art Director Till Diestel Serviceplan
Copywriter Marc Vosshall
Released June 2011


Cannes Lions 2011
Direct Lions Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser/Client: UNICEF
Entrant Company: SERVICEPLAN Munich, GERMANY
DM/Advertising Agency: SERVICEPLAN Munich, GERMANY

Chief Creative Officer: Alexander Schill
Creative Director: Christoph Nann
Creative Director: Maik Kaehler
Copywriter: Marc Vosshall
Art Director: Till Diestel

Describe the brief from the client:
Find a way to increase donations to help children all over the world. The intention: even the smallest donation is a big help for the children in need.
Creative Execution:
The strong truth of this idea is, that the person who sends the message already felt like the money was lost. But for a good cause, it is appropriate to ask for it again, especially for small amounts.
On the other hand, the person who owes the money has no reason to not donate it. It has never been his money – he just donates it.
This way, we use the common habit of the people to create a lot of little donations. But all together they will help all the children in need around the world.
Describe the creative solution to the brief/objective.
A common habit with a common problem: We all lend little amounts of money to friends. But we hardly get it back. We used this fact to increase donations.

UNICEF „Repay for good“.
An app, which enables your friend to donate the money he owes you. We placed a link on the UNICEF website for people to be able to download the app.

It works simply on your smart phone: Choose your friend who owes you money in the address book, set the amount and choose the UNICEF project you want your friend to donate for.

He then automatically receives a message with a link to a microsite, where he can donate the money.
Describe the results in as much detail as possible.
As we just launched the application, it is hard to judge the results right now. But in the first days, we already received a large number of donations, with the help of the UNICEF “Repay for good“ app. And every small donation has a big goal: helping children in need, all over the world.