A day in Mali in the evening on TV
Fundraising A new cross-media campaign offers a firsthand look at what the Swiss Red Cross can achieve with donations. The concept was developed by GGK, with which the Swiss Red Cross has been collaborating for two years.
Fundraising A GGK campaign shows at first hand what the Swiss Red Cross can achieve with donations.
The Swiss Red Cross (SRC) is launching a cross-media fundraising campaign on 15 September, which is being realized by the GGK agency. It aims to show first-hand what the aid organization does with the donations. At the beginning of September, two SRC employees traveled to Mali, where many aid projects are currently being carried out. Every morning from Saturday, footage of the situation will be taken on site for the new campaign and the SRC employees will report on how the Red Cross is combating misery there. These images will be transmitted to Switzerland by satellite, where they will be processed into a spot that can be seen on e-boards in train stations and on the internet in the afternoon. In the evening, the commercials are shown on Swiss television.
These daily clips are supported by full-page advertisements. At the end of the eight-day reportage, a summarizing spot is shown on the Postcanal - a flyer with a payment slip is of course available. The campaign aims to make people aware that there is need and misery every day. Donation barometers show that donations during acute disasters are massively higher than normal. The Red Cross, on the other hand, helps to alleviate suffering every day - this is what the campaign aims to convey.
The SRC is accompanying a mailing with an advertising campaign for the first time. It is not expected that donors will react negatively to this, SRC advertising manager Martin Grossenbacher told Werbewoche: "The SRC is jumping on the bandwagon relatively late. Numerous aid organizations have been advertising very actively for years, so the acceptance is there today." In addition to its advertising function, the campaign also fulfills a second task: it can make transparent how the Red Cross helps on the ground, Grossenbacher continued.
The concept for the cross-media campaign was developed by GGK,
with which the SRC has been working for two years. It is a further development of a campaign platform that also comes from GGK. However, the aid organization does not send an expensive camera team to Mali; the SRC employees shoot the footage for the commercials with a digital camera; in Switzerland, the material is built into a prefabricated framework.
Carole Scheidegger
The Swiss Red Cross (SRC) is launching a cross-media fundraising campaign on 15 September, which is being realized by the GGK agency. It aims to show first-hand what the aid organization does with the donations. At the beginning of September, two SRC employees traveled to Mali, where many aid projects are currently being carried out. Every morning from Saturday, footage of the situation will be taken on site for the new campaign and the SRC employees will report on how the Red Cross is combating misery there. These images will be transmitted to Switzerland by satellite, where they will be processed into a spot that can be seen on e-boards in train stations and on the internet in the afternoon. In the evening, the commercials are shown on Swiss television.
These daily clips are supported by full-page advertisements. At the end of the eight-day reportage, a summarizing spot is shown on the Postcanal - a flyer with a payment slip is of course available. The campaign aims to make people aware that there is need and misery every day. Donation barometers show that donations during acute disasters are massively higher than normal. The Red Cross, on the other hand, helps to alleviate suffering every day - this is what the campaign aims to convey.
The SRC is accompanying a mailing with an advertising campaign for the first time. It is not expected that donors will react negatively to this, SRC advertising manager Martin Grossenbacher told Werbewoche: "The SRC is jumping on the bandwagon relatively late. Numerous aid organizations have been advertising very actively for years, so the acceptance is there today." In addition to its advertising function, the campaign also fulfills a second task: it can make transparent how the Red Cross helps on the ground, Grossenbacher continued.
The concept for the cross-media campaign was developed by GGK,
with which the SRC has been working for two years. It is a further development of a campaign platform that also comes from GGK. However, the aid organization does not send an expensive camera team to Mali; the SRC employees shoot the footage for the commercials with a digital camera; in Switzerland, the material is built into a prefabricated framework.
Carole Scheidegger
