THE PROBLEM WON’T GET SMALLER by Serviceplan Hamburg for Amnesty International

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THE PROBLEM WON’T GET SMALLER

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Hamburg
Creative Director Joachim Schopfer, Danusch Mahmoudi
Art Director Martin Kleint, Michaela Gressbach
Photographer Stuart Franklin, Magnum Photos
Account Supervisor Philipp Steinle
Released October 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: AMNESTY INTERNATIONAL
Product/Service: AMNESTY INTERNATIONAL
Agency: SERVICEPLAN
Date of First Appearance: Oct 14 2009 12:00AM
Entrant Company: MEDIAPLUS, Munich, GERMANY
Entry URL: http://awards.serviceplan-hamburg.de/2wa/AI/Amnesty_International/Main.html
Chief Creative Officer: Alexander Schill
Creative Director: Joachim Schöpfer, Danusch Mahmoudi
Art Director: Martin Kleint, Michaela Gressbach
Account Supervisor: Philipp Steinle
Screendesign/Programmer: Rolf Eggers
Photographer: Stuart Franklin, Magnum Photos
Managing Director: Jochen Lenhard, Andreas Bahr
Media placement: Pop-up - Internet - 14.10.2009

Results and Effectiveness
As a result of this pop-up, Amnesty International has received an increasing number of people wanting to support Amnesty financially in order to solve this problem.

Creative Execution
This pop-up will not only to tell the user about the problem but will visualise it for him. If the world looks away, the problem will get bigger and bigger. And so does our pop-up. If you click the pop-up away, it will only get bigger. And again. And again. Finally then the user can read about the problem and take action to help.

Insights, Strategy & the Idea
Amnesty wants to create awareness of the increasing number of people who are living in slums today. The target audience is 24 – 49 years old, interested in global affairs and with an interest to help solve the world's problems. Pop-ups are all the same. People just click them away without taking an interest in the content. We have to create something different, that attracts the attention of the user. This will make them take action. In this case to help solve the problem of the continously increasing number of slums. A benefit for both the client and the target audience.