ORF Humanitarian Broadcast - "Is there someone"

Demner, Merlicek & Bergmann Wien, Austria

Awards

6425

This ad is part of the ACT Responsible Collection

Brand: ORF Humanitarian Broadcast
Country: Austria

Advertiser: Licht Ins Dunkel

Title	Is there someone
Title (original language)	Ist da Jemand
Agency	Demner, Merlicek & Bergmann
Campaign	Licht Ins Dunkel - Licht Ins Dunkel
Advertiser	Licht Ins Dunkel
Brand	ORF Humanitarian Broadcast
Posted	May 2008
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Story	Briefly describe the primary product or service. Licht ins Dunkel (Light into the Dark) is one of Austrias biggest humanitarian initiatives. IT COLLECTS DONATIONS FOR THE BENEFIT of physically and/or mentally HANDICAPPED CHILDREN. An additional task of the advertising was to make people aware of the importance of integration.
Philosophy	To remind people of their continued aid over the last 35 years, we decided to show them what their donations have produced. SHOWING THE CHARITY'S EFFECTS: SUPPORTING DISABLED CHILDREN GIVES THEM THEIR CHANCE TO LIVE THEIR OWN LIFE TO THE FULLEST. Making it easy do donate for everyone by providing many donation possibilities:(via payment forms, online, via E-Mail, via credit card.) Marketing tactics: The Light into the Dark campaign started in November 2007, with airing focused on December, CULMINATING IN THE TRADITIONAL PEAK AROUND CHRISTMAS.. Media: Outdoor: billboards and urban backlit poster TV and cinema: 2 commercials plus TV shows and events Online: lichtinsdunkel.orf.at Creative strategy: Create contrast to the stereotypical images of suffering children by focusing on the charitys effects and how it GIVES DISABLED CHILDREN THE CHANCE TO LIVE THEIR LIVES to the fullest. Reminder for donating: National billboards highlight the organizations name and its well-known claim: Licht ins Dunkel means Light into the Dark and Ist da jemand? translates to Is anybody out there? Also TV shows, events and celebrities to help keep donations flowing.
Problem	Light into the Dark has been collecting donations to help handicapped children for the past 35 years. But more and more local and international organizations are now asking for financial support and are counting on peoples willingness to donate. Their collections for social issues, animal welfare, refugee relief as well as acute crises make fundraising for Light into the Dark an annual challenge. Two main tasks were identified: > Raise AWARENESS: INTEGRATING A DISABLED PERSON INTO SOCIETY should be something self-evident > Raise THE WILLINGNESS TO DONATE: every donation as little as it may be adds up and helps the organization support handicapped children
Result	The campaign raised MORE THAN 9,000,000, which AMOUNTS TO MORE THAN 1 FOR EVERY SINGLE AUSTRIAN (calculated on total population) up to 31st March 2008. That makes Light into the Dark one of the most successful donation campaigns ever run in Austria. It is particularly noteworthy that fundraising has been maintained at a high level for 35 years
Media Type	Billboard
Market	Austria
Other	Harry Bergmann
Account Executive	Regina Fischer
Advertising Manager	Jörg Ruminak
Advertising Manager	Christine Tschürtz-Kny
Account Director	Harry Bergmann
Creative Director	Francesco Bestagno
Art Director	Francesco Bestagno
Concept	Francesco Bestagno
Concept	Alex Hofmann
Copywriter	Alex Hofmann
Graphic Designer	Daniela Schabernack
Agency Producer	Ilona Urikow