Guerrilla marketing for UNICEF

In Belgium, fashion chain C&A has run inside its stores a guerrilla marketing campaign to support Unicef. The initiative, created by Publicis Belgium, aimed at collecting money for the young victims of the recent terrible earthquake in Pakistan. As you can see from the pictures below, as series of clothes made out of Pakistani newspapers were hung around the store, featuring the message: "Is this the only thing homeless Pakistani children will wear this winter? Help them with a gift at the pay desk".

I really like how innovative and engaging this campaign is. I want to do something like this for my campaign too. Maybe for the 'bananas', 'bandaids' and 'pencils'.

Support the Food Bank

Campaign by FCB Lisbon from 2006. Shows how it's important to think out of the box and find the right place to deliver the message.

Millions of people repeat this gesture everyday.

Donate a Meal

In Germany the Dusseldorfer Kindertafel has launched an outstanding interactive project to raise funds and buy meals for over 16000 poor children living in the city.

On the website you meet a line of kids who look at you with an empty dish in their hands. You can donate food by clicking on the dishes around them. And when you are done with you donation you checkout and have the possibility to leave a message to the world written on a decorated dish.

I have contrasting feelings on this project. On one way I love the idea of exploiting the digital media at its best to drive awareness on social issues and even directly collect donations. On the other side I don't like the idea of staging kids like that. Of course with those images you can deliver a much stronger message, but we are still talking about exploiting children for marketing purposes, even if it is charity.

The agency is Ogilvy & Mather Dusseldorf.

Project 7

Another US based Organisation I found called Project 7 that has very similar goals. They are 7 goals namely:

1. Heal the Sick
2. Save the Earth
3. House the Homeless
4. Feed the Hungry
5. Help those in Need
6. Build the Future
7. Hope for Peace

Who We Are You buy. We give.

Project 7 is a company that is passionate about social change. For every purchase of a Project 7 product, the company donates 50 percent of its profits to seven areas of critical need in the world – Build the Future, Feed the Hungry, Heal the Sick, Help Those in Need, Hope for Peace, House the Homeless, and Save the Earth. Non-profit organizations supporting any of these seven areas of need can submit applications to Project 7. Seven of these organizations, one from each area of need, will be voted on a by consumers and supported by product proceeds for the upcoming year. Currently, Project 7 manufactures bio-bottled water, gum, mints and T-shirts.

Our Mission Project 7 was created as a way to give back, inspire others and educate people on real needs throughout the world. Our goal is to “Change the Score.”

What Does “Change the Score” mean? Change the score. Move the needle. Make a significant, measurable difference in lives all over the world.

How it Started Founded in 2008, Project 7 is the brainchild of founder Tyler Merrick, a.k.a. “the social capitalist”. He wanted to turn the 7 deadly sins upside down. For example, instead of focusing on a person who is gluttonous, focus on helping the person who has nothing to eat. Project 7’s goal is to make positive change in seven areas of global need.

How We Do It 1. FUNDING – You buy, we give. Purchase any Project 7 product and 50% of the profits are given back to the cause the product represents. You, our consumers, select the non-profits that will receive the funding. Once a year we hold a vote where our community selects from three finalists per cause, choosing the winning non-profits for the year. To check out our line of Project 7 products, check out our store.

2. VOLUNTEERING – As a company, Project 7 volunteers and encourages our partners to volunteer every month at a non-profit that works toward positive change in one of the seven areas of need. These monthly events are called 7 Days. To learn more about 7 Days and how to become a local 7 Day chapter click here.

3. EDUCATING – • Every minute, two children are trafficked for sex. • The U.S. wastes enough food to feed the world. • Arctic ice is rapidly disappearing, and the region may have its first completely ice-free summer by 2040 or earlier.

The best way to inspire is to educate. Project 7 believes that the more people understand the breadth and depth of the issues facing our world, the more people will be motivated to participate in positive change. On a daily basis, Project 7 utilizes social media to tell a new story and inform people of the issues. To stay in the know follow us on Twitter and check out our blog.

We can’t do it without you, our community. Together we will work to make significant positive changes in our world – for ourselves, for our neighbors, for our future.

It allows other charities to become a P7 charity too.

ONE

ONE is a campaign and advocacy organisation with more than 2 million members committed to the fight against extreme poverty and preventable disease, particularly in Africa. Cofounded by Bono and other campaigners, ONE is nonpartisan and works closely with African policy makers and activists.

They had something very similar to ActionAid's 10 actions to end poverty. I like how their website is very simple and minimal. The colours as well.

One of their past campaigns Stand-Up 2009 uses colours and typefaces very similar to ActionAid. I like the imagery. And the campaign too.

Stand Up is annual global event, where people around the world stand up as a demonstration of their commitment in the fight against extreme poverty. It’s the easiest of actions, but when 173 million of us do it together, as we did this year, it’s a profound statement.

On October 16-18 2009 ONE members stood up, literally rising from a seated or squatting position, against extreme poverty. They joined an amazing 173 million people around the world in a new world record.

I looked at reasons why people give to charity and found this article:

Why Do People Donate to Charity?

Contributor

By Steve Repsys, eHow Contributing Writer

Article Rating: (5 Ratings)

According to the American Institute of Philanthropy, more than 68,000 charities were established between 2006 and 2007, and there are currently more than 1.5 million nonprofit organizations in America. Charities cover a wide gamut of issues and causes. There are charities for family planning, African Americans, AIDS, animal protection, the visually impaired, crime prevention, the environment, cancer, human rights, hunger, literacy, senior citizens, veterans, women's rights, and youth. Examples of charities include the American Cancer Society, the Salvation Army, and Big Brothers/Big Sisters of America. There are numerous reasons why people donate to a charitable organization, from personal reasons to tax incentives.

Religion

1. Many religions advocate that people are supposed to give to charity and that giving is a spiritual requirement. The major religions of Christianity, Islam, and Judaism all emphasize that giving to charity is a main virtue. In many types of Christian worship services, some type of offering is collected for the church or for the poor. Religions also promote tithing, which comes from an ancient word for tenth. Many churches also preach that Christians should give 10% of their pay to their local church.

Feeling Good

2. According to a 2007 study by University of Oregon economics professor William Harbaugh and psychology professor Ulrich Mayr, people donate to charity because it provides them with a good feeling. The study used brain imaging technology on volunteers as they donated money to a food bank. Results showed that the pleasure centers of the brain were activated by the process of giving. Researchers contend that the study supports the idea of a "warm glow" feeling and that people are willing to take action, even if it does not directly benefit them.

Image

3. According to a recent economic study by behavioral economists Dan Ariely, Anat Bracha, and Stephan Meier, one of the main reasons people give to charity is to enhance their image; people want to be viewed as charitable. The researchers discovered that gifts given anonymously tended to be smaller, but gifts that were publicized were much bigger. Research proved that a main incentive for giving donations is positive personal publicity.

Personal Experience

4. Donors often give to charity due to a personal experience. These are often connected to medical or health issues. People who have cancer or know someone who has cancer often participate in American Cancer Society activities. Through donating, people are able to contribute to a cause that they have been affected by or can pay tribute to someone close to them who was affected by it.

Tax Deductions

5. Individuals who donate to charity may deduct contributions on their federal tax returns. According to the IRS, there are several tips to keep in mind when donating to charity. Contributions must be made to legitimate charity to receive a deduction; contributions to a specific person may not be deducted. Keep careful records of money given through bank records or written communication from the charity, which includes the name of the organization, the date a contribution was given, and the amount. For a deduction of $250 or more, individuals need written confirmation from the charity proving that the donation was contributed and if the charity provided any goods or services in exchange for the donation.

Mind-map

I did a little mind-mapping to come out with possible outcomes. And also figure why more people don't give to charity.