Creating a campaign for a charity organisation is no easy feat. Marketers have to straddle the line of informative and engaging, while also maintaining the core values of the organisation.
These 5 activations are incredible examples of charity campaigns that pulled on heartstrings, raised awareness or encouraged the public to donate to a great cause.
1. ASL Ice Bucket Challenge
The campaign that needs no introduction! The ALS Association Ice Bucket Challenge dominated the summer of 2014, raising more than €100 million for motor neurone disease research. The campaign asked social media users to film themselves being drenched with ice water, nominating others to do the same and texting a number to donate money.
Among those who took part in the Ice Bucket Challenge were international celebrities like Britney Spears, Kim Kardashian and Lady Gaga, and notable public figures like former President George Bush, President Donald Trump and Oprah Winfrey.
Because of its simplicity, many brands attempted to recreate the ‘social challenge’ mechanism, with none matching the success of the Ice Bucket Challenge.
2. Misereor Social Swipe
The Misereor Social Swipe successfully cut through the noise to make an impact with passers-by in airports.
The interactive advertisement meant people could donate money by swiping their card through a poster. When the card was swiped, a display gave the illusion that they were cutting free the bound hands of an imprisoned Filipino child. In the other version, the donors could use their credit card to cut a slice of bread from a loaf to feed a family in need.
Watch it in action below.
3. Puppy Love – Tinder Campaign
The ‘Puppy Love’ campaign is a great example of how marketers got creative with a social platform, to use it other than it’s intending purpose.
Animal rescue charity, Social Tees, teamed up with dating app Tinder to pair homeless doggies with loving owners. For many, it was love at first sight!
4. First World Problems – Water is Life
We’re all guilty of complaining about trivial things, like a bad wifi connection or getting stuck in traffic. The First World Problems campaign by Water is Life really put these everyday annoyances in
The First World Problems campaign by Water is Life really put these everyday annoyances in perspective. It successfully demonstrated that these problems are insignificant compared to people living in developing countries that don’t even have access to clean water.
5. Stop The Traffik
Stop The Traffik is a hard-hitting, eye-opening look into the reality of human trafficking. Aimed at raising awareness, the campaign shows 6 women working in the Red Light District perform a dance routine as onlookers cheered – what happened next stopped them in their tracks.