HELPING HANDS by BBDO Germany for German Red Cross

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HELPING HANDS

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Germany
Agency BBDO Germany
Creative Director Jan Leube
Art Director Ralf Lukowsky
Copywriter Raphael Klawuhn
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: GERMAN RED CROSS
Product/Service: PARAMEDIC TRAINING PROGRAMME
Agency: BBDO GERMANY
Date of First Appearance: Jan 12 2010 12:00AM
Entrant Company: BBDO GERMANY, Berlin, GERMANY
Chief Creative Officer: Jan Leube (BBDO Berlin)
Creative Director: Jan Leube (BBDO Berlin)
Copywriter: Raphael Klawuhn (BBDO Berlin)
Art Director: Ralf Lukowsky (BBDO Berlin)
Art Buying: Matthias Neidhardt (BBDO Berlin)
Art Buying: Friederike Seifert (BBDO Berlin)
Media placement: Ambient - Gallery Of Paintings Berlin - 12.01.2010

Results and Effectiveness
Enormous awareness boost within the group of young visitors and widespread coverage in newspapers and online news magazines. German Red Cross registered an increase of 35 % of people visiting their website for the Paramedic Training Programme and a 12 % increase in people ordering application forms for the Paramedic Training Programme in January 2010 compared to the same period one year before.

Creative Execution
The project ran in Gemäldegalerie Berlin, one of Germany’s most famous art museums. The permanent exhibition holds one of the world's leading collections of European art from the 13th to the 18th centuries. The masterpiece we copied and altered is one of the most famous paintings of Lucas Cranach and thus of Gemäldegalerie.

Insights, Strategy & the Idea
In cooperation with Berlin’s Gemäldegalerie (Gallery of Paintings) we modified the famous painting by Lucas Cranach “Der Flügelaltar mit dem Jüngsten Gericht”, 1524 (Winged Altar with the Last Judgement). In order to illustrate the importance of people who help others even in helpless situations, we put in illustrations of paramedics who help wounded and injured people shown in the painting. Furthermore Berlin’s Gemäldegalerie was the ideal place to approach the target group as many groups of pupils visit the Gemäldegalerie every day.