Saatchi & Saatchi Poland has launched a campaign for World Food Day for the Polish Red Cross to raise awareness by confronting shoppers in the course of their daily activities.
The campaign that launched this week will run throughout the year up until Christmas. Participating stores and brands include clothing store Monnari, mobile phone network T-Mobile, The Body Shop, tableware brand Villeroy & Boch and jewellery brand Tous.
The campaign is based around the idea that although we may dream of a new phone, more clothes, nicer jewellery – the luxuries in life - a child suffering from hunger and malnutrition’s only dream is a hot meal.
Mock-ups of hot meals have been placed amongst the products in the participating stores. Beside the plate are details of how the shopper can donate immediately to the cause via sms.
This new campaign builds on what is already proving to be a successful partnership between Saatchi & Saatchi and the Polish Red Cross.
Saatchi & Saatchi Poland’s work for the Polish Red Cross last year to mark World AIDS Day - Friend Request - became the most awarded Public Service Announcement Campaign of 2012 in Poland and has become the most viewed social viral in Poland ever. The campaign proved so powerful that the Hungarian Red Cross have adopted it too.
Friend Request won twelve awards including 2 Grand Prix’s, 1 Gold, 2 Silvers and 2 Bronzes in different categories and festivals across Europe. The most recent accolade being a Silver Effie.
“The silver Effie marks the twelfth award for this campaign and it is one of the most important for us as it focusses on effectiveness which can be difficult to achieve in Public Service Announcement (PSA) campaigns" said Piotr Chrobot, Digital Creative Director of Saatchi & Saatchi Poland.
The campaign aims to warn young people of the dangers of contracting HIV through sex with strangers. A fictional profile was created of a young, attractive female called Alice who sent friend requests to young Facebook users. The users had to decide whether to confirm the friend request based only on knowing her name and seeing her photo. If they confirmed the request, they could see the only post on Alice’s wall – a video that reveals how the Facebook user met her, and that she is HIV positive. Blood tests went up by 43% in comparison to the previous year.