Kargo launches emotional campaign for the Theodora Foundation
For «Happiness Week,» March 20–27, the Bern-based agency Kargo developed an emotional campaign on behalf of the Theodora Foundation. Through a provocative movie trailer, social media adaptations, and interactive donation mechanisms, the campaign aims to mobilize individual donors and lower the barriers to making small donations.
A sad child's face. The words: "Not for sale." A moment that irritates and touches. Then the zoom-out. The resolution: "But it can be given away: Children's happiness." This deliberately provocative opening launches the new campaign of the Theodora Foundation, which was developed by the Bern-based communications agency Kargo.
The campaign works in the cinema as well as on social media and is based on a clear message: children's happiness cannot be bought, but it can be given as a gift. This is exactly what the Theodora Foundation makes possible every day by bringing professional dream doctors to Swiss hospitals and institutions for children with disabilities.
Interactive donation world and haptic measures
Parallel to the movie trailer, Kargo designed an animated donation world on the foundation's website. A growing donation barometer in playful, Theodora-typical imagery makes every donation visible. The iconic Theodora heart was joined by a lucky shamrock - as a symbol of mutual growth.
As a haptic addition, the agency designed print posters with "happiness to go": detachable donation slips with the Theodora symbols. Take away, scan, donate - simple and direct.
Strong partner network
The campaign is supported by a strong network of partners: Helsana supports the campaign as the main partner and Volg as a partner. In the cinema sector, Arena Cinemas, Blue Cinema and Pathé - the three largest cinema chains in Switzerland - are involved as media partners, giving the message nationwide cinema coverage.
From strategy to creation, video production and animation to media planning, Kargo was responsible for all disciplines from a single source. The Theodora Foundation facilitates over 119,000 visits every year, giving children, parents and hospital and care staff moments of happiness.
More information: https://kargo.ch/work/stiftung-theodora
