Evoq: Image campaign designed for World Vision Switzerland
Where do donations actually go? And what do they accomplish? Evoq has developed a campaign for the charity World Vision Switzerland that highlights the organization’s success stories while emphasizing transparency.
The campaign is designed in several stages. Print ads show the impact World Vision achieves with comparatively little effort. The Zurich agency has also launched a series of below-the-line measures that focus on transparency: on the beer mat in the local pub, classic "regulars' table opinions" about aid organizations are refuted with concrete figures and examples. On the placemat in the restaurant, visitors can find information about how much of the donations go directly to aid projects and how much money World Vision uses for administrative purposes.
The linchpin is the website Worldvision.ch. Here, the specific projects are presented and illustrated with details and figures. Social media measures are also integrated into the campaign, such as the recently launched "It's my Part" campaign to reduce meat consumption.
