Pictures without blood - but bloody seriousness
Fundraising: The Basel-based agency Favo has launched a fundraising campaign and a day of solidarity for UNICEF.
Fundraising The Basel-based agency Favo has launched a fundraising campaign and a solidarity day for Unicef. Last summer, the Favo advertising agency worked with IMD, Lausanne, and Accenture to develop the future growth and donor strategy with and for Unicef Switzerland. Favo focused primarily on the topics of positioning, donor segmentation and new forms of donation generation. In December 2004, Unicef Switzerland once again entrusted Favo with two tasks. The classic spring 2005 campaign will focus on the issue of female genital mutilation. The second campaign launches 8 March as the new Unicef Solidarity Day for disadvantaged girls.Within Unicef, the individual country organizations act with a high degree of autonomy, particularly in the selection, planning and communication of projects that they initiate or support in individual countries.
As a first step for the Swiss campaigns, Favo has
developed a marketing plan that combines the PR measures and activities already initiated by Unicef with the new campaign goals and identifies possible strategic partnerships and project multipliers.
Symbols of solidarityThe aim of this campaign is to raise awareness of human rights violations in the form of genital mutilation of little girls and to generate donations for specific Unicef projects to combat this cruel ritual. The challenge was to show neither "blood" nor the traumatic situation of the victims and yet to trigger understanding and genuine outrage in the viewer - so that the desire arises to support the project work. Together they decided on the "tools" concept. The subjects form the advertising campaign in daily newspapers and magazines as well as the introduction to the
E-boards, cinema and TV commercials.
The second idea is for Unicef Switzerland to mark International Women's Day on March 8 as Girls' Day in future. An important element of this campaign is the symbol that will be worn every year from 2005 as a sign of solidarity on March 8. Favo has chosen a pearl and a shell as its symbol. These symbols are intended to trigger a positive feeling when viewed or worn. The pearl and shell can also serve as a small piece of jewelry on the lapel. It was therefore important to have this symbol available as a 3D pin within a few weeks. Favo was responsible for the entire project, from design to production and delivery.
Favo's fundraising campaign addresses the trauma of genital mutilation without chilling images, but is nevertheless emotionally moving.
Andreas Panzeri
As a first step for the Swiss campaigns, Favo has
developed a marketing plan that combines the PR measures and activities already initiated by Unicef with the new campaign goals and identifies possible strategic partnerships and project multipliers.
Symbols of solidarityThe aim of this campaign is to raise awareness of human rights violations in the form of genital mutilation of little girls and to generate donations for specific Unicef projects to combat this cruel ritual. The challenge was to show neither "blood" nor the traumatic situation of the victims and yet to trigger understanding and genuine outrage in the viewer - so that the desire arises to support the project work. Together they decided on the "tools" concept. The subjects form the advertising campaign in daily newspapers and magazines as well as the introduction to the
E-boards, cinema and TV commercials.
The second idea is for Unicef Switzerland to mark International Women's Day on March 8 as Girls' Day in future. An important element of this campaign is the symbol that will be worn every year from 2005 as a sign of solidarity on March 8. Favo has chosen a pearl and a shell as its symbol. These symbols are intended to trigger a positive feeling when viewed or worn. The pearl and shell can also serve as a small piece of jewelry on the lapel. It was therefore important to have this symbol available as a 3D pin within a few weeks. Favo was responsible for the entire project, from design to production and delivery.
Favo's fundraising campaign addresses the trauma of genital mutilation without chilling images, but is nevertheless emotionally moving.
Andreas Panzeri
