Whiter than ever before
Children The children's charity Terre des hommes advertises its cause with almost empty billboards so that it does not go empty-handed during the Christmas season.
Children The children's charity Terre des hommes uses almost empty billboards to promote its cause so that it doesn't go empty-handed during the Christmas season.Every year, when the pedestrian zones smell of gingerbread and mulled wine, people are open-minded and want to do good. For many fundraisers, the weeks leading up to Christmas are particularly important. Christmas time is donation time. This is when many aid organizations make their presence felt. This includes Terre des hommes, the largest private children's aid organization in Switzerland. Because more children's aid organizations are vying for monetary charity on the Swiss donations market this year, Terre des hommes has launched an image campaign together with Publicis to make the French-speaking organization better known in German-speaking Switzerland. The aid organization is advertising for children in need on billboards, in cinema commercials and advertisements.
Not in the traditional way, as Caritas is currently doing (see
Cry for help against hunger
), but with almost empty, white posters. The viewer finds a cry for help written by a child at the bottom, where a child would write because of its size. According to Markus Gut from Publicis, the motif aims to highlight the helplessness: "The concerns of disadvantaged children are drowned out and marginalized." The silent distress call is taken up by the claim "When children can't defend themselves" and finds its answer in the sender, the Terre des hommes logo. For Markus Gut, the concept works because the white emptiness also has a refreshing effect and thus tends to encourage reflection. Indeed, the Terre des hommes posters are thought-provoking. Various posters at locations close to the train station have been vandalized. Nevertheless, the concept is to be continued in a second wave in 2007. Publicis won the pitch for the Terre des hommes campaign in the spring of this year. The image campaign is not a pro bono action by Publicis, but "professional marketing".
Christian Lüscher
Not in the traditional way, as Caritas is currently doing (see
Cry for help against hunger
), but with almost empty, white posters. The viewer finds a cry for help written by a child at the bottom, where a child would write because of its size. According to Markus Gut from Publicis, the motif aims to highlight the helplessness: "The concerns of disadvantaged children are drowned out and marginalized." The silent distress call is taken up by the claim "When children can't defend themselves" and finds its answer in the sender, the Terre des hommes logo. For Markus Gut, the concept works because the white emptiness also has a refreshing effect and thus tends to encourage reflection. Indeed, the Terre des hommes posters are thought-provoking. Various posters at locations close to the train station have been vandalized. Nevertheless, the concept is to be continued in a second wave in 2007. Publicis won the pitch for the Terre des hommes campaign in the spring of this year. The image campaign is not a pro bono action by Publicis, but "professional marketing".
Christian Lüscher
