Agency for branding, advertising and design | evoq Zurich Cologne
Cross-media fundraising campaign for Sozialwerk Pfarrer Sieber
The statistics of the Swiss Confederation speak a clear language: 28 percent of the Swiss population is slightly to severely affected by depression at least once in their lives. It is not uncommon for economic, family or health reasons to encourage a fall into drugs, alcohol and, not least, loneliness. Even if not everyone ends up on the street, the need is omnipresent and the state offers of help do not take effect in every case.
Away from the cliché of the homeless
This is where the campaign of Sozialwerk Pfarrer Sieber comes in: SWS catches people who have fallen through the cracks of society, cares for them unbureaucratically in their time of need and helps them further so that they can find their way back to normality. A falling person is shown - far from the cliché of the bearded homeless person.
The campaign, a combination of analogue and digital
The core of the campaign is an addressed mailing and a scatter shot, in which the stories of those affected are portrayed and at the same time it is shown how SWS concretely helps. Reach and visibility are to be extended by digital moving image posters at highly frequented locations, such as train stations. A cinema spot that will be broadcast in the Zurich area completes the communication package.
The hole as a guerrilla action
A guerrilla campaign with a "mobile" three-dimensional hole, which is displayed in the city and draws the attention of passers-by to the campaign, is to attract special attention. Viewed from a specific angle, it looks as if passers-by could fall into it. The resulting photos and films serve as an extension in the social channels. The resulting posts lead to a landing page with an online donation offer.
