Describe the brief from the client: The use of child soldiers is common in many countries. Our client Ohne Rstung Leben (Life Without Weapons) wanted to raise attention about this problem and to collect more donations. Creative Execution: For all adult German males the military draft notice is a dramatic experience. In this letter, they are ordered to serve in the army. Everyone knows the specific look of the letter - we designed our mailing in this typical style. So it raises attention - even before the letter is opened. The fact, that the own young children of our target group are ordered to perform military service, guarantees a very emotional effect and a high involvement for the problem. Describe the creative solution to the brief/objective. When young German males become adult, they get a letter to serve in the German army. Our idea: Original looking military draft notices are being sent out to families with small children (8-14 years, selected by an address provider). The children are ordered to perform military service, including suicide missions and rapes. Our message: Unthinkable in Germany. Reality in other countries. Help us stop the use of child soldiers - with your donation. Ohne Rstung Leben e.V., www.kindersoldaten.eu Describe the results in as much detail as possible. Our direct mailing has been sent to approx.14.000 German households of our target group (families with small children). 855 of these people (6.1%) decided to donate, overall approx. 5,300 Euro. Furthermore 95 people decided to join the organisation Ohne Rstung Leben e.V. (no membership fee).
Type of entry: Product & Service Category: Charities, Public Health & Safety, Public Awareness Messages Advertiser: OHNE RTUNG LEBEN Product/Service: CHILD SOLDIER DONATION APPEAL Agency: JUNG von MATT Hamburg, GERMANY Creative Director: Philipp Barth (Jung von Matt) Creative Director: Holger Oehrlich (Jung von Matt) Art Director: Stephanie Wiehle (Jung von Matt) Designer: Nana Poehner (Jung von Matt) Copywriter: Lars Wagner (Jung von Matt) Copywriter: Matthias Hess (Jung von Matt) Copywriter: Carola Beck (Jung von Matt) Copywriter: Jens Frank (Jung von Matt) Account Supervisor: Susanne Vanselow (Jung von Matt) Account Supervisor: Lisa Daugs (Jung von Matt) Account Supervisor: Denise Winter (Jung von Matt) Agency Producer: Anja Geib (Jung von Matt) Editor: Robert Jedam (Jung von Matt)via www.coloribus.com