JWT Amsterdam created a tactical fundraising campaign to raise money for the homeless community. The ad agency dressed up mannequins as homeless people and placed them around the city in hopes to raise awareness of the poverty the city faces and to raise funds to help diminish it.
Called ‘A Piggy Bank For The Homeless,’ the campaign acts with a reverse tactic: it actually places more "homeless people" on the streets. The mannequins were dressed in tattered clothing to look deceivingly realistic from afar. However, upon a closer glance, people could see they were fake and had a slot in their heads to place spare change.
The mannequins were also equipped with hand-written signs asking pedestrians for donations. Because they were not real people, those passing by were more comfortable and apt to make a donation.
Key Themes Behind This Trend
- Virtual Reality Fundraising
- Using virtual reality to give potential donors an immersive experience of homelessness
- Interactive Charity Campaigns
- Creating interactive campaigns that give people a tangible way to donate to charities
- Reverse Tactic Advertising
- Employing advertising that utilizes reverse psychology to highlight social issues
Where This Applies
- Non-profit Organizations
- Non-profit organizations can utilize interactive and immersive campaigns to raise awareness and funds for their cause
- Advertising
- Advertising agencies can create impactful campaigns that highlight social issues and promote positive change
- Technology
- The use of technology such as virtual reality can revolutionize the way charities approach fundraising by creating more immersive experiences
