A Coin Could Change Everything
Goal: To incite people into making donations.
The idea: A new kind of postcard in the form of a scratch card was developed. It would be given to the customers by the check-out clerk. In it, customers were invited to scratch it with a coin from their change. The previously thin manikin figure on the card looks well-fed after the card is scratched. The message under the graphic was: “A coin can bring about change. Let’s eliminate hunger!” After the customer has read the message on the card, he has the coin in his hand, which he can simply pop into the donation box alongside.
Result: The campaign fetched the largest donation amount in the entire history of the charitable organization.
(3 Rating/s, average: 5 of 5)
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