Home Zurich and Florida Reklame ensure that something changes

Apart from the short-lived coverage of the fire in Moria, refugees in need no longer dominated the front pages and lead stories of Western European media.

However, the humanitarian catastrophe around and on the Greek islands continues almost unabated. Although most people feel sympathy when confronted with the issue, hardly anyone feels responsible. "Someone will take care of it" is what many people think. You would have to assume that, after all, we are in Europe. The truth, however, is as bad as it is clear: almost nobody is helping. Governments are arguing and squirming, blaming each other.

This is where Heimat Zürich's idea comes in, which was implemented together with Florida Reklame from Berlin. The transnational initiative "Nothing will change by itself" is based on the insight that, unfortunately, nothing will change by itself. A film distributed as a teaser on social media leads to the campaign hub You-change-it.help, which is used to collect donations.

#YouChangeIt: The initiative gains additional reach by having committed celebrities link to the campaign hub on their social media channels in stories and posts.

"With 'Nothing will change by itself', we have launched an initiative for which we were able to apply our creativity and energy to an important and acute social issue," explains Nico Ammann, Head of Creative at Heimat Zürich. "We hope that this initiative is just as successful as the campaigns we create for our commercial clients on a daily basis."

All of the money raised will go to three NGOs, which will use it to cover the costs of volunteer aid workers. This enables them to take care of the things in refugee camps that official bodies are often unable to do: Safety, hygiene and other basic needs for a humane existence for helpless people.

The idea for the initiative came about following an appeal from the agencies' private network; Jörg Pannenbäcker, who is involved with various organizations in Greece, brought together the agencies Heimat Zürich and Florida Reklame for the project. The latter is the creative agency and advertising film production company of presenters Joko Winterscheidt and Klaas Heufer-Umlauf.

Florida Reklame, Heimat Zürich and Eg+ Düsseldorf, which was responsible for programming the website, financed all development, travel and production costs themselves. The film was shot in Greece.