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.