| Title | Photos for Life - a charity photo bank |
| Agency | Isobar Poland |
| Campaign | Photos for Life - a charity photo bank |
| Advertiser | Rak'n'Roll Foundation |
| Brand | Rak'n'Roll Win Your Life! foundation |
| Posted | October 2014 |
| Product | Photos for Life |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | One of the cornerstone of contemporary B2C and B2B, off and online communication - stock photos - was hacked by us to carry message of utmost importance and to generate steady stream of money. First we wanted to address the horrible feeling one gets when diagnosed with cancer. Fear, sense of loneliness, and end of everything, can be only ease out by showing people in similar situation not giving up, living life to the fullest. That's why we use photo stock formula, featuring only people who are diagnosed cancer. Unusual, completely authentic dose of optimism and joy of life radiating from those photos fly in the face of conventional wisdom which depicts cancer patients as desperate. This surprising perspective gave the project huge earned media exposure, with the amount of media equivalent exceeding 500.000 Euro. And In turn Photos for Life website became one of the most popular Polish websites, selling thousands of stock photos. >500.000 Euro of earned media >15.000.000 page visits >thousands of photo sold for brands like Sharp, Ikea, Microsoft, PZU and individual people Important, extremely desirable shift in public view of cancer from grave to illness to something that can be successfully beaten. Photos for Life is Charity photo stock feature only people who are fighting cancer. The content of this project is made of stock photos which can be bought and used for various advertising purposes - from corporate communication to billboards and press ads - exactly as regular photo stock photos. This is unique approach which combines two dimensions. One is to generate hope and quantum of courage for cancer patients and their families, by showing that even people diagnosed with cancer can life their lives to the full and express optimism. Second is to create self propelled donation mechanism by using stock photo format, which generates a steady stream of cash helping the patients. |
| Media Type | Case Study |
| Length | |
| Art Director | Rafał Ryś |
| Copywriter | Jan Cieślar |
| Photographer | ShootMe |
| Post Production | ShootMe |
| Account Manager | Aleksandra Matuszewska |
| Account Manager | Ewa Wolska-Rzewuska |
| MOTION DESIGN | Bartosz Morawski |
| MOTION DESIGN | Anna Caban |
| Programmer | Piotr Budek |
| Public Relations Expert | Monika Witon |
| Public Relations Expert | Krzysztof Wasowski |
| Designer | Adam Zawiasinski |