RED CROSS – SAVE THE MUMS
Previous campaigns worked under the line “Women in War”. We changed it to “Save the Moms”, which made the problem hit home a little harder. Because sure, everyone can relate to a mom, but very few can relate to the thought of a woman in an east African war.
In addition, we developed a digital campaign that made donating quick, easy and fun. First of we were able to show where the donations actually go and what they do. The gifts added up automatically, the people paid and knew exactly what their money went toward. Secondly we made it possible for the consumer to “Paint the World for the Mums”. A feature based on the old but famous Swedish song “Jag ska måla hela världen lilla mamma” (I’m gonna paint the whole world for you, mum”). Same song was also used in the TV-commercial.
The program exceeded the expected goal by 600%.