One1: Triggering a new movement for World Vision
People can make a lasting difference in the food situation in developing countries by changing their own eating habits. World Vision’s innovative online campaign, «It’s my part,» shows how in a creative way.
World Vision is launching an initiative to combat world hunger. This is about the contribution that can be made to improving the food situation in developing countries - reducing meat consumption. This is because meat production consumes an enormous amount of resources that are lacking elsewhere - and especially in developing countries - for the production of basic foodstuffs.
In order to draw the attention of new, younger target groups to this topic, the Winterthur-based communications agency Eins1 has developed "it's my par "t, an independent brand that involves the viewer and encourages them to take action. The aim of the campaign is to motivate as many people as possible to take concrete action and consciously limit their meat consumption.
On Its-my-part.ch, you can participate as an individual, family, shared flat, team or entire company and define the intensity and length of your commitment. The effect achieved in terms of resource savings becomes visible. In the meal quiz, you learn a lot about your own nutritional balance and determine your "food type". An animated short film, background information on the global connections between domestic consumption and worldwide food security and concrete examples from World Vision's project work round off the offer.
The majority of distribution takes place via viral movies, social media, e-letters and other online channels and is supplemented by advertisements. Rolf Hiltl was also recruited as a campaign supporter. Cooperation measures also take place here and delicious veggie recipes by Hiltl can be downloaded from the website.
Responsible at World Vision Switzerland: Esther Bodenmann (project management), Irene Fogwe (research + coordination), Clemens Schuster (online communication). Responsible at Eins1: Tom Mörker (overall management/concept), Peter Krebs (consulting management/concept), Alain Schwaar (project manager), Attilio Leonardi (design), Caroline Odermatt (text/web), Paul Girard (text/advertising), Jeannine Hitz (DTP); Bruno Bolliger (animation movie). Responsible at Web Com TV: Kai Hofmann, Louis Golay (post-production movie), Adrian Oberle, Victor Künzig, Olivier Dahinden (website programming).
