THE REFUGEES by Goss for Gothenburg Homeless Aid

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THE REFUGEES

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Sweden
Agency Goss
Art Director Gunnar Skarland, Mimmi Andersson, Mattias Frendberg
Copywriter Michael Schultz, Ulrika Good, Elisabeth Berlander
Released March 2011

Credits & Description

Category: Charities
Advertiser: GOTHENBURG HOMELESS AID
Product/Service: CHARITIE
Agency: GOSS
Date of First Appearance: Mar 28 2011
Entrant Company: GOSS, Gothenburg, SWEDEN
Entry URL: http://refugeebanner.blogspot.com/
Art Director: Gunnar Skarland (Goss)
Art Director: Mimmi Andersson (Goss)
Art Director: Mattias Frendberg (Goss)
Copywriter: Michael Schultz (Goss)
Copywriter: Elisabeth Berlander (Goss)
Copywriter: Ulrika Good (Goss)
Graphic Designer: Louise Christiansson (Goss)
Final Art: Elin Thorsby (Goss)
Final Art: Lena Björklund-Henriksson (Goss)
Account Manager: Monica N Persson (Goss)
Account Manager: Lena Kling (Goss)
Account Director: Johan Good (Goss)
Account Director: Stig Lundstedt (Goss)
Account Director: Fredrik Toreskog (Goss)
Other: Lena Ekdahl (Goss)
Media placement: Newspaper - Several Different Places In The Paper - 28th Of March
Media placement: Internet - Banner Ads - 28th Of March

Describe the objective of the promotion.
Gothenburg Homeless Aid have spent years making their efforts known through the media. This year, the main focus was on children of refugees in Gothenburg. The primary aim of the campaign was to promote awareness of said situation, while collecting as much money as previous years.

Describe how the promotion developed from concept to implementation.
One of the biggest problems for children of refugees coming to Sweden is that they are forced to move around. We wanted the reader to experience the sensation of being uprooted and redirected, without knowing where he or she would end up.

Explain why the method of promotion was most relevant to the product or service.
We left empty ad spaces in Gothenburg's major newspaper, only stating that the ad in question had been relocated to another page. The last ad contained the body copy on the rootlessness of these refugee children, and how they are rarely allowed to remain in any one place for long.

The banners; empty banner spaces were placed on several newspaper websites. The only information was the error message “404: banner relocated” and a link that when clicked pointed the users browser to another newspapers website, in another part of the country. The final destination, the Gothenburg Homeless Aid webpage.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The three month campaign raised 2,566,129 SEK. This is to be compared to the precious years campaign that netted 2,496,148 SEK. Despite the new message, the campaign surpassed the old record.