How to be better than Santa Claus?! КБ-12
Task
1. To inform the broad public audience and business entities that non-systemic support and tangible gifts to orphans can be very toxic for them. 2. To draw the attention of the audience to the Charitable Foundation "Volunteers to Help Orphans" during the busy pre-New Year period. 3. To increase the number of regular donators by at least 30% and raise >300 thousand rubles for orphans compared to the same period last year.
Ideas and solutions
Every New Year, hundreds of well-doers go to orphanages to give gifts to orphans: toys, gadgets, sweets. However, most institutions are top-full of this, and such an unsystematic manifestation of kindness often causes the opposite effect in children — a feeling of loneliness and an encouragement of materialistic values. Money spent on such gifts could benefit children much more if they were directed properly: education, psychological support, rehabilitation. Therefore, it was important for the foundation to create a fundraising campaign that would also clarify to the audience how to help orphans in the right way. While developing the concept, the project team realized that those who visit orphans only on holidays are very similar to Santa Claus — he is also the one who creates miracles only once a year. And those who help the foundation regularly create a miracle for children all year round. These people are much better than Santa! The project was named “How to be better than Santa Claus?!”. In the course of an interactive game, users learned why tangible gifts to orphans appear to be irrelevant. Besides, the website offered to take a test to find the "correct" way to help children for individuals and business representatives. The campaign also created an animated video that was shown on TV, in cinemas and posted by bloggers. Within 3 weeks the campaign helped to gain almost 0.5 million rubles, and the number of regular donations compared to the same period last year increased by 80%! And most importantly, we managed to make a large number of people aware of how to help orphans properly and that New Year gifts to orphans is not the best idea, but quite the contrary!
