Action Against Hunger Print THE SHARE EXPERIMENT by Shackleton Spain

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Spain
Agency Shackleton Spain
Director Juan Nonzioli
Art Director Tania Riera
Account Supervisor Carmen Bambó
Released October 2011


Caples Awards 2012
Other Media Direct response TV Silver
Campaigns Interactive campaign Silver
Other Media Viral video marketing Silver

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Product/Service: WORLD FOOD DAY
Chief Creative Director: Juan Nonzioli (Shackleton)
Copywirter: Natalia Rodriguez (Shackleton)
Art Director: Tania Riera (Shackleton)
General Account Manager: Marta Gutierrez (Shackleton)
Account Supervisor: Carmen Bambo (Shackleton)
Account Executive: Lara Martinez (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Audiovisual Producer: Cristina Cortizas (Shackleton)
Online Copywriter: Teresa Galante (Shackleton)
Online Art Director: Bea Rodríguez (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Digital Front-end Programmer: Miguel Garcia Sanguino (Shackleton)
Digital Front-end Programmer: Almudena Porras (Shackleton)
Video Editor: Paula Cuadrado (Shackleton)
Digital Back-end Programmer: Melisa Fernandez (Shackleton)
Digital Programmer: Javier Baonza (Shackleton)
Director: Juan Nonzioli (Shackleton)
Chief Producer: Fernando Sevilla (Shackleton)
Premier Video Editor: Luis Yrisarry (Shackleton)
Digital Producer: Gonzalo Fernandez De Cordoba (Shackleton)
Media placement: INTERNET SPOT - INTERNet, Social Media, Website - 18/10/2011
Media placement: WEBSITE - Internet - 18/10/2011 - Ongoing
Media placement: EMAILING - 1 Shot - ACH Member's & Potential Donors Database - 18/10/2011
Media placement: Press Release - 1 Shot - Spanish Media - 18/10/2011

Describe the objective of the promotion.
On the 16th October 2011, as part of World Food Day, Action Against Hunger commissioned a campaign to raise awareness, and funds, amongst the general public concerning the world's hunger problem, with particular emphasis on acute child malnutrition, a disease that kills over 3.5m children each year.

The strategy was to cause a reflection on the issue, creating a visual metaphor which deals with how a badly distributed world functions. We decided to work with children to see if an instinct that we believe is innate in all of us is lost as we grow older.

Describe how the promotion developed from concept to implementation.
We conducted a social experiment using 20 children between the ages of 4 and 6. We sat them down in pairs at a table with 2 covered plates in front of them. An adult monitor explained they could have a snack while she went off to find the photographer, leaving the 2 children alone in the room.

When the children lifted the lids off the plates they discovered that only one plate had food on it. Incredibly, all of the children with food shared their snack with the other child who didn’t, teaching us all a very important lesson.

Explain why the method of promotion was most relevant to the product or service.
The strength of the promotion resides in its simple, genuine and appealing approach. Whether the children shared or not, the main objective was to capture their reactions and spontaneity. Any of the 2 options would prove something that we could use for the campaign messaging.

To our surprise, all of the children shared. The video of the experiment was rolled out on the Internet and managed to emotionally move people towards an eagerness to share it. This directed traffic to web which provided further information on child acute malnutrition and gave users the chance to donate.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign fulfilled and surpassed Action Against Hunger’s donation and awareness targets, notching up over one million visits to YouTube in just 1 week.

It was one of the 3 most tweeted videos the week of its launch and the most viewed and appraised video on YouTube in October.

It was seen in over 180 countries (YouTube Analytics).

Due to its success, the International Network of Action Against Hunger decided to launch the campaign (The Sharing Experiment, Test du Partage) in England, United States, France and Canada simultaneously.

Yahoo News called it "the children's experiment that shook up the Internet."