# Defaced Billboard Marketing African Angel Scratch Advertising Immediately Gains Donations By Senduran Bhakthakumaran | Published 2012-01-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/african-angel-scratch-advertising References: [creativecriminals](http://creativecriminals.com/billboard/african-angel-billboard/) & [janbikkembergs.posterous](http://janbikkembergs.posterous.com/african-angel-billboard) The new African Angel scratch advertising campaign in Germany has lead to a significant increase in donations. Donors are given an opportunity to scratch away a layer of an [enormous billboard](https://www.trendhunter.com/trends/3d-billboards) to reveal the picture below it to show where their donations are going. The video coverage of this advertising technique shows crowds of individuals organizing themselves around the billboard wondering what it was all about. This project has already resulted in one newly built classroom and allows donors to immediately witness where their contribution is being used and how much of an impact the organization is actually making in Africa. The scratch advertising technique has been extremely effective in [raising awareness](https://www.trendhunter.com/trends/united-breast-cancer-foundations) for African Angels and promoting [selfless acts of kindness](https://www.trendhunter.com/trends/thrift-it-back) within communities. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 87% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Scratch Advertising:** Disruptive innovation opportunity: Develop new scratch advertising techniques to engage and incentivize donors. - **Donor Transparency:** Disruptive innovation opportunity: Create platforms that provide immediate visibility and impact updates to donors. - **Community-driven Marketing:** Disruptive innovation opportunity: Build campaigns that encourage community involvement and foster selflessness. ### Who This Affects Most - **Advertising:** Disruptive innovation opportunity: Integrate technology with traditional advertising methods to offer interactive and engaging experiences. - **Non-profit:** Disruptive innovation opportunity: Implement transparency tools and platforms to enhance trust and donor engagement. - **Education:** Disruptive innovation opportunity: Develop innovative fundraising initiatives that directly showcase the impact of donations on educational facilities. ## Related on Trend Hunter - [Billboard-Transformed Tent Shelters](https://www.trendhunter.com/trends/lifesaving-outdoors.md) - [Sensory Outdoor Posters](https://www.trendhunter.com/trends/scratchandsniff-ooh-campaign.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Interactive E-Waste Billboards](https://www.trendhunter.com/trends/cash-for-trash.md) - [Interactive Snacks Billboards](https://www.trendhunter.com/trends/grab-and-go-billboard.md)