Alternative to the tear gland
Fundraising One Marketing raises funds for Heks and avoids using dramatic images.
Fundraising One Marketing collects donations for Heks and avoids dramatic images According to the study "Donation Market Switzerland 2003", the volume of donations has still grown in the last five years, but the signs of a saturated market are clearer than ever. The average donation has fallen, while the number of organizations has continued to increase. "And donors have never been so demanding and critical, because they have a choice," explains Ruth Wagner, CEO of One Marketing, the agency that developed the new donation campaign for the Swiss Protestant Church Aid Organization (Heks).
This year, a slightly different approach was chosen: The TV commercial focuses on the successes to date and on the goal to which everyone has a direct connection - an independent life. However, education is the first prerequisite for this.
The low-budget spot plays with this term, which we intuitively associate with school education and vocational training, by linking the learning content that is vital for survival in third world countries with buzzwords in an irritating way and thus questioning our codes.
The spot marks the start of a four-year education campaign with projects in Switzerland and abroad under the motto "Know how - the basics of self-help". Various national measures - from cinema slides to mailings and a supplement in the Kirchenbote - flank the TV appearance.
Heks campaign: Only education can help sustainably.
Luca Aloisi
This year, a slightly different approach was chosen: The TV commercial focuses on the successes to date and on the goal to which everyone has a direct connection - an independent life. However, education is the first prerequisite for this.
The low-budget spot plays with this term, which we intuitively associate with school education and vocational training, by linking the learning content that is vital for survival in third world countries with buzzwords in an irritating way and thus questioning our codes.
The spot marks the start of a four-year education campaign with projects in Switzerland and abroad under the motto "Know how - the basics of self-help". Various national measures - from cinema slides to mailings and a supplement in the Kirchenbote - flank the TV appearance.
Heks campaign: Only education can help sustainably.
Luca Aloisi
