[Click here to view the video in this article]
Polish agency Cheil Poland came up with a creative way to raise awareness and money for malnourished children by urging restaurant-goers to make a donation at the end of their meal.
The agency partnered with restaurants for its ‘Very Good Manners’ campaign which featured placemats that showed diners how to donate by arranging their cutlery into a cross on their empty plates. Each donation of €1.50 went towards the Polish Red Cross. According to statistics, one in four children in Poland go without regular hot meals.
The simple but ingenious campaign increased donations by 65%. According to Wojtek Kowalik from Cheil Poland, the aim was to make donating a habit, unlike a one-time fundraising event. He added that the choice of centering the cause around food was a natural decision as restaurants are a place where “good manners and eating come together.”
Kowalik and co-worker Maciek Kozina wanted to make the act as simple and easy as possible, which meant doing away with registering or logging onto a website, and downloading apps, among others. “We needed a seamless way of getting people involved, so it was necessary to tap into something that customers do anyway – use cutlery to communicate with the waiting staff. And The Red Cross logo fit just perfectly there.”
The campaign got picked up by Polish media and its success has led to plans for it to be introduced in France, Germany, Spain and the United Kingdom.
Watch the video below to learn more about it. Isn’t this a clever way of raising funds for a good cause?
[via Fast Company, video via Wojtek Kowalik]
Polish agency Cheil Poland came up with a creative way to raise awareness and money for malnourished children by urging restaurant-goers to make a donation at the end of their meal.
The agency partnered with restaurants for its ‘Very Good Manners’ campaign which featured placemats that showed diners how to donate by arranging their cutlery into a cross on their empty plates. Each donation of €1.50 went towards the Polish Red Cross. According to statistics, one in four children in Poland go without regular hot meals.
The simple but ingenious campaign increased donations by 65%. According to Wojtek Kowalik from Cheil Poland, the aim was to make donating a habit, unlike a one-time fundraising event. He added that the choice of centering the cause around food was a natural decision as restaurants are a place where “good manners and eating come together.”
Kowalik and co-worker Maciek Kozina wanted to make the act as simple and easy as possible, which meant doing away with registering or logging onto a website, and downloading apps, among others. “We needed a seamless way of getting people involved, so it was necessary to tap into something that customers do anyway – use cutlery to communicate with the waiting staff. And The Red Cross logo fit just perfectly there.”
The campaign got picked up by Polish media and its success has led to plans for it to be introduced in France, Germany, Spain and the United Kingdom.
Watch the video below to learn more about it. Isn’t this a clever way of raising funds for a good cause?
[via Fast Company, video via Wojtek Kowalik]