GRACEBOOK by Saatchi & Saatchi Berlin for Diakonisches Werk Frankfurt

GRACEBOOK

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Germany
Agency Saatchi & Saatchi Berlin
Creative Director Sebastian Schier, Peter Huschka
Copywriter Frank Baumbach
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: DIAKONISCHES WERK FRANKFURT
Product/Service: HOMELESSNESS CHARITY
Agency: SAATCHI & SAATCHI BERLIN
Date of First Appearance: Apr 15 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI BERLIN, GERMANY
Entry URL: http://www.amendegewinnenimmerdieguten.de/diakonie/gracebook_en
Creative Director: Sebastian Schier (Saatchi & Saatchi)
Creative Director: Peter Huschka (Saatchi & Saatchi)
Account / Copywriter / Concept: Felix Stock (Saatchi & Saatchi)
Account Director: Susanne Glassel (Saatchi & Saatchi)
Art Director, Design, Motion: Il-Ho Jung
Copywriter: Frank Baumbach (Saatchi & Saatchi)
Digital Creative Director & Development: Dirk Neugebauer (Digitas Germany)
: Maren Stölzer (Digitas Germany)
Public Relations: Dagmar Keim-Hermann (Diakonisches Werk)
Public Relations: Jörn Dietze (Diakonisches Werk)
Manager: Dr. Michael Frase (Diakonisches Werk)
Managing Director: Dr. Thea Mohr (Diakonisches Werk)
Technical Project Manager: Mathias Henss (Digitas Germany)
Media placement: Facebooksite - www.facebook.com - 15th of April 2010

Results and Effectiveness
Thanks to the unique application, our communication activities and the generosity of facebook users everywhere, Gracebook is becoming one of the most successful examples of social media charity. The easy-to-use interface and the minimal effort required to partake have made Gracebook the “red ribbon” of homelessness on the internet. As Gracebook as growing as you read this it is best you check the live results (Friends, Fans, Donations, PR) on our tracking blog: http://www.amendegewinnenimmerdieguten.de/diakonie/gracebook_en/

Creative Execution
Gracebook is all about many people joining hands to help defeat homelessness. On the central platform users can track how many beds have been contributed altogether as well as how many their community and themselves have given. Gracebook also features a live tracking of the aid. Users can directly see what their donations helped to make possible. In order to maximize the impact of Gracebook we used the internal facebook mechanisms to reach as many people as possible. In addition we deployed several PR tools to spread the word. We also approached potential users at locations where our issue became most apparent: checking into hotels, being given a home by a host family etc. - in these moments of relevance we used ambient media to stress the point that they had just been given a home and how easily they could return the favor online.

Insights, Strategy & the Idea
The Diakonie asked us to help them reach out to a younger and web-savvy audience. Their aim was to create more awareness for their fight against homelessness, activate a new generation of brand ambassadors while accessing a new and innovative way of generating donations. We quickly discovered that the Diakonie was facing an obstacle: the fact that the issue of homelessness had no proper place online – after all it is quite easy to find a bum between the supermarket and the pharmacy, but it's quite impossible to find them between Amazon and eBay. Therefore we decided to bring the issue alive online: With Gracebook you can give homeless a place to stay on your facebook profile. This virtual gesture is turned into actual help by the Diakonie. Giving a home doesn't just generate donations for the Diakonie, it also allows the users to individually display their commitment and generosity.