Fundraising 2004 AD.

Bread for All and Fastenopfer have had their new campaign launched by AY&R. Every year, the two church partner organizations carry out a donation campaign during Lent. They use the proceeds to support projects to safeguard livelihoods and human rights. However, the healthy financial situation of the aid organizations does not hide the fact that their key figures have deteriorated over the last three years due to the sluggish economy. Medium-term budget adjustments have become unavoidable. Not an easy realization for an organization that sets its goals far higher than the UN's Millennium Development Goals, which aim to halve poverty in the world by 2015, which is why those responsible at the aid organizations have now decided to rely on the professional expertise of an advertising agency and are no longer content with the bold implementation of a graphic design studio. With its strategic concept, Advico
Young & Rubicam won the contract. The result is a campaign that manages without images of suffering people in the Third World. Copywriter Peter Rettinghausen: "We focused on the power of the word." The result is a campaign that brings the themes of God, faith, charity and donations to a common denominator in a contemporary tone and skillfully plays with biblical quotations: "We believe. In you too", the copy addresses the viewer directly. On another poster, God himself calls for direct help. Yet another motif reminds us that you can't take money with you to heaven.
Luca Aloisi