Image unloading your groceries and having a starving child looking back and you. Die Arche, a German Christian Child and Youth Aid company created these innovative paper bags lined with highly detailed photographs of hollow-eyed children. The images of the young girl holding our her hand are supplemented by text which reminds shoppers that 120,000 children in Berlin are starving, and asks them to consider a donation.
The campaign was effective. "The social promotion led to a considerable increase of click rates of about 25,000 clicks during the promotional time frame," the ad reads. "But most important: it helped to raise the donations by almost 20%."
While this campaign is nationally focused, another campaign we featured recently was targeted at helping starving children abroad.
Starving Children in Grocery Bags
Die Arche Guerrilla Campaign
Trend Themes
1. Charitable Advertising - Opportunity for businesses to use innovative advertising methods to raise awareness and donations for charitable causes.
2. Social Impact Marketing - Disruptive innovation opportunity for businesses to leverage their marketing campaigns for social good and make a positive impact on society.
3. Augmented Reality Advertising - Innovative use of augmented reality technology in advertising to create impactful and immersive experiences that drive donations and social change.
Industry Implications
1. Advertising - Businesses in the advertising industry can embrace disruptive innovation by incorporating socially impactful campaigns and technology-driven experiences.
2. Nonprofit - Nonprofit organizations can leverage the power of innovative marketing methods and technologies to raise awareness and increase donations for their causes.
3. Grocery Retail - Opportunity for grocery retailers to partner with nonprofits and utilize innovative packaging and advertising strategies to raise awareness about food insecurity and drive donations.