Adaily Inspiration Week #27: Charity and donation campaigns
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For this week we chose charity and donation campaigns. Below you can find our 5 picks, but if you want to see more case studies just click » HERE «
1. “Chatpat” - SOS Children Villages
SOS Children's Villages did a campaign titled 'Chatpat' using a lovable 10-year-old influencer who recreated iconic commercials to persuade corporations to donate.
FCB Chicago & FCB India • 2022 • NGO - poverty • India • Asia
Challenge
The challenge of this campaign was to find a way to secure larger, stable donations for SOS Children's Villages in India. The organization needed to tap into the marketing budgets of corporations in order to support their work in creating a safe and nurturing environment for abandoned and orphaned children. They needed to come up with a unique fundraising model that would persuade corporations to donate and make a significant impact on the lives of these children.
Target Group
The target group of this campaign was India's largest corporations, specifically their Chief Marketing Officers (CMOs). The goal was to convince these corporations to turn some of their marketing budgets into donations to SOS Children's Villages.
Idea
The main idea of this campaign was to create a unique fundraising model for SOS Children's Villages in India by persuading large corporations to turn their marketing budgets into donations to the organization. This was achieved by creating a lovable and persuasive 10-year-old influencer named Chatpat, who recreated iconic commercials from recognizable brands and publicly offered them to the brands in exchange for donations. The campaign utilized social media to generate buzz and reach influential individuals within corporations, resulting in increased brand impressions and corporate donations.
Results
The "Chatpat" campaign by SOS Children's Villages achieved impressive results. By leveraging the charm and creativity of 10-year-old influencer Chatpat, the campaign successfully raised awareness and funds for the organization. The campaign garnered significant attention and engagement on social media. Chatpat's recreations of iconic Indian commercials resonated with millions of people, generating buzz and interest. His social media presence, particularly on LinkedIn and Instagram, allowed for direct interaction with brands and CMOs. As a result, the campaign increased brand impressions by 1506% and corporate donations by 61.5% compared to the previous year. The unique fundraising model, which involved corporations turning their marketing budgets into donations, proved successful in securing sizable, stable, and continuous donations for SOS Children's Villages. Overall, the "Chatpat" campaign not only raised awareness about the issue of abandoned and orphaned children in India but also demonstrated a new fundraising model that can be replicated in the future.
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2. “The Giving Room” - IKEA
MSF did a Giving Room campaign in IKEA using a surprising field hospital replica to raise awareness and donations for medical resources in vulnerable zones.
DDB Dubai • 2023 • Retail - furniture • United Arab Emirates • Middle East
Challenge
The challenge of the campaign was to raise awareness about the lack of medical resources in vulnerable zones and to encourage donations for MSF in a unique and engaging way, especially in a region like the GCC where the organization had little visibility. The campaign aimed to disrupt regular shoppers at IKEA and highlight the importance of supporting MSF's humanitarian efforts despite the lack of awareness in the region.
Target Group
The target group of this campaign was regular shoppers at IKEA, with a focus on raising awareness and encouraging donations from individuals in the GCC region.
Idea
The main idea of the campaign was to raise awareness about the lack of medical resources in vulnerable zones by creating a replica of a MSF field hospital room inside IKEA. Through an innovative and interactive customer journey in the IKEA brand design language, shoppers were encouraged to make donations towards specific medical equipment needed by MSF. The campaign aimed to surprise and engage shoppers in an unexpected setting, leading to increased awareness and contributions to the cause.
Results
The month-long campaign conducted at IKEA to highlight the lack of medical resources in vulnerable zones for MSF yielded positive results. The campaign achieved a reach of over 12 million people and earned media coverage valued at more than AED 3.5 million. The initiative also successfully generated generous donations exceeding AED 500,000, including both monetary and in-kind contributions. Additionally, according to YouGov, IKEA experienced the largest growth in ad awareness in the UAE during this period.
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3. “Billion Dollar Collection” - H&M Foundation
H&M Foundation did The Billion Dollar Collection campaign using a virtual lookbook showcasing sustainable fashion startups.
Prime Weber Shandwick Stockholm • 2022 • NGO - nature • Sweden • Europe
Challenge
The challenge of the campaign was to draw attention to the existing solutions and innovations in the fashion industry that have the potential to make a significant impact on sustainability. These solutions, developed by small startups, needed to be showcased on a larger scale and receive the support necessary to bring about real change in the industry. The aim was to generate interest and support for a more sustainable fashion industry and encourage collaboration between these startups and larger industry players.
Target Group
The target group of this campaign was the fashion industry as a whole, including fashion brands, retailers, and consumers. The aim was to raise awareness among these stakeholders about the innovative and sustainable solutions created by small startups in the industry. By showcasing these startups and their potential to revolutionize the fashion industry, the campaign sought to inspire support and investment in sustainable practices and technologies.
Idea
The main idea of this campaign was to highlight the innovative startups and solutions in the fashion industry that could make a significant difference in sustainability. It aimed to generate attention and support for these startups and their potential to revolutionize the fashion industry. The campaign created a virtual clothing collection called The Billion Dollar Collection, where each garment represented a startup and their sustainable innovation. The campaign garnered international media coverage and generated interest and support for a more sustainable fashion industry.
Results
The results of the campaign were as follows: - The campaign featured a virtual clothing collection called The Billion Dollar Collection, with each garment representing a startup and innovation that has the potential to revolutionize the fashion industry. - Accenture validated the businesses and their sustainability efforts, adding credibility to the campaign. - The campaign garnered international interest and received coverage in earned media with 135 articles in 23 countries. - 94 million people saw the campaign, reaching a wide audience and raising awareness about sustainable solutions in the fashion industry. - 81% of the articles that covered the campaign had a positive outlook, indicating a favorable reception from the media. - Several startups featured in the collection saw increased interest from various stakeholders, demonstrating the potential impact of the campaign in generating support for a more sustainable fashion industry. - One of the startups in the collection successfully closed a financing round of 4.6 million euros, a significant step towards scaling up their operations. - The campaign, originally intended as a one-time event, will also be utilized by the H&M Foundation going forward, suggesting its continued impact and relevance.
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4. “15 cm Hair Donation” - Cancer Tumor Patients Aid Associations
Cancer Tumor Patients Aid Associations did 'The 15 cm Hair Donation Red Envelope' campaign using a traditional Lunar New Year practice to inspire hair donations.
Wunderman Thompson Taipei • 2020 • NGO - health • Taiwan • Asia
Challenge
The challenge of this campaign was the shortage of funding, which prevented the Cancer Tumor Patients Aid Associations from buying ads or investing in mass media to promote hair donation. This limited their options for reaching potential hair donors and encouraging participation in the cause. Additionally, there was a lack of awareness and understanding among the public about the minimum length of hair that could be donated to create wigs, leading to low hair donation rates in Taiwan.
Target Group
The target group of this campaign was the Taiwanese population, specifically those who typically change their hairstyle for Lunar New Year and could potentially donate their hair for cancer patients. The campaign aimed to educate and inspire people to donate hair by highlighting the fact that even 15 cm of hair could make a difference.
Idea
The main idea of this campaign was to use the traditional practice of giving red envelopes during Lunar New Year in Taiwan to promote hair donation for cancer patients. By designing "The 15 cm Hair Donation Red Envelope," the campaign aimed to inform people that even 15 centimeters of hair can be donated to create wigs for cancer patients. The red envelopes were distributed in major cities across Taiwan, and individuals were encouraged to cut their hair and place it in the envelope to be delivered to chemotherapy patients. The campaign aimed to increase hair donations and encourage more cancer patients to undergo chemotherapy treatment.
Results
'The 15 cm Hair Donation Red Envelope' campaign saw a significant impact on hair donations in Taiwan. The campaign resulted in a 56% boost in hair donations compared to the same period in the previous year. By February, the campaign had already achieved 40% of the organization's wig production goal for 2020. Beyond the increase in hair donations, the campaign also raised awareness and showed people how they can make a real difference for cancer patients. It successfully combined creativity and local tradition to make it easier for individuals to participate in hair donation. The success of the campaign has led to future plans for Lunar New Year 2021, where 9 salon chains will join the initiative to help more patients gain the courage to undergo life-saving chemotherapy treatments. 'The 15 cm Hair Donation Red Envelope' campaign has not only increased hair donations but has also inspired and empowered individuals to support cancer patients in need.
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5. “Donation Dollar” - The Royal Australian Mint
Donation Dollar did a campaign urging Australians to donate their coins by creating a circulating coin that prompts individuals to give, resulting in over 25 million individual billboards in the hands of every Australian.
Saatchi & Saatchi Melbourne • 2021 • Government • Australia • Oceania
Challenge
The challenge of this campaign was to change the perception of the power of physical currency and inspire all Australians to donate to causes, charities, and those in need. The goal was to create a new stream of donations by encouraging people to reconsider how they use their coins and to donate them instead of spending them. The campaign aimed to address the decline in coin donations due to the digital revolution and to support charities that rely on coin donations.
Target Group
The target group of this campaign was all Australians. The aim was to inspire and encourage every Australian, regardless of age, gender, or background, to donate their Donation Dollars to causes, charities, and those in need.
Idea
The main idea of the Donation Dollar campaign was to change the perception of the power of physical currency and inspire all Australians to donate to those in need. The campaign introduced the Donation Dollar, an official circulating coin that can be spent like any other $1 coin but is designed to remind people to give and create an ongoing impact on the lives of Australians in need. The campaign aimed to create a generosity loop that lasts generations by encouraging individuals to donate their Donation Dollars, ultimately raising additional funds for charity and creating a new stream of donations. The campaign utilized various media channels to raise awareness of the initiative and educate the public on how to participate.
Results
The Donation Dollar campaign achieved impressive results. It reached over 88.9% of the Australian population and generated 99.9% positive sentiment. Within the first two months, 53% of the Donation Dollars that were distributed were donated. Furthermore, the long-term impact and potential of the Donation Dollar are significant. With the average lifespan of an Australian coin being 30 years, the Donation Dollar will continue to circulate and be donated over and over again, creating a continuous loop of generosity. If every Australian donated just one Donation Dollar each month, it could raise an additional $300 million for charity each year and $9 billion over the coin's lifecycle. The success of the Donation Dollar initiative has also attracted the interest of other countries, who are considering adopting a similar concept. This showcases the scalability and potential impact of reimagining the role of physical currency in society for the greater good.
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