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Insight we trust - ONG edition 2018
THE FRENCH HAVE NEVER BEEN
SO INDIVIDUALISTIC
85%OF FRENCH RESPONDENTS THINK
THAT SOCIETY WILL GROW MORE INDIFFERENT
IN THE YEARS TO COME.
IFOP FOR OUEST-FRANCE, 2018
76%OF FRENCH RESPONDENTS THINK
THAT SOCIETY WILL TAKE
AN INDIVIDUALISTIC TURN IN THE YEARS TO COME.
IFOP FOR OUEST-FRANCE, 2018
IT’S GOOD NEWS
FOR FREEDOM
IT’S EVEN BETTER NEWS
FOR BROTHERHOOD
Le mauvais individualiste,
il croit en un truc,
ça l’attire.
Le bon individualiste,
il croit en un truc,
ça l’attire.
AND GOOD INDIVIDUALISTS BELIEVE
IN THEIR ABILITY TO CHANGE THE WORLD
37%OF FRENCH RESPONDENTS THINK INDIVIDUALS
ARE MOST CAPABLE OF MAKING
A REAL DIFFERENCE IN OUR SOCIETY,
BEFORE GOVERNMENTS (19%), COMPANIES (11%)
AND SCHOOLS (11%).
CSA FOR AACC, 2017
ONLY
7%OF FRENCH RESPONDENTS THINK
THE NONPROFIT SECTOR IS THE MOST CAPABLE
OF REALLY BRINGING CHANGE TO OUR SOCIETY.
CSA FOR AACC, 2017
THEY’RE CHANGING IT BY...
AND ONLY IN 8TH POSITION,
VOLUNTEERING FOR A NONPROFIT.
HARRIS INTERACTIVE, 2016
…
SORTING
THEIR RECYCLING
…
VOTING
…
BEING CAREFUL
WITH WHAT
THEY BUY
THE QUESTION IS: WHY DOESN’T THIS CITIZEN-BASED
INDIVIDUALISM BENEFIT NONPROFITS?
BECAUSE PURPOSE COMPETES
WITH GREAT CAUSES
BECAUSE TOO MANY GREAT CAUSES
KILL THE GREATNESS OF THE CAUSE
BECAUSE WITH A NEW SPIRIT OF GENEROSITY
COMES NEW WAYS TO GET INVOLVED
1
2
3
BECAUSE PURPOSE COMPETES
WITH GREAT CAUSES
65%OF FRENCH RESPONDENTS SAY THEY WOULD
BE WILLING TO PAY MORE TO BUY
ENVIRONMENTALLY FRIENDLY PRODUCTS.
EY BEACON INSTITUTE AND HARVARD BUSINESS REVIEW, 2015
40%OF CONSUMERS SURVEYED
HAVE DROPPED A BRAND
BECAUSE OF ITS UNETHICAL VALUES
OR PRACTICES.
MEDIACOM, 2017
Intimate words for Always Fearless Girl for SSGABring it on for H&M
AND BRANDS GOT IT RIGHT
BECAUSE PURPOSE COMPETES
WITH GREAT CAUSES
BECAUSE TOO MANY GREAT CAUSES
KILL THE GREATNESS OF THE CAUSE
70%OF FRENCH PEOPLE UNDER 30 SURVEYED
CONSIDER THAT THERE ARE TOO MANY CAUSES
AND THAT THEY DO NOT KNOW HOW TO CHOOSE.
FRANCE GÉNÉROSITÉS, 2016
87%OF NON-DONORS SURVEYED DO NOT GIVE
BECAUSE THEY HAVE DOUBTS
ABOUT HOW DONATIONS ARE USED.
L’OBS AND RUE 89, 2009
BECAUSE WITH A NEW SPIRIT OF GENEROSITY
COMES NEW WAYS TO GET INVOLVED
-11%IN DONATIONS
FROM NEW DONORS SINCE 2016.
FRANCE GÉNÉROSITÉS, 2017
55%OF FRENCH PEOPLE UNDER 30 SURVEYED BELIEVE
THAT CHARITIES AND NONPROFITS DO NOT KNOW
HOW TO SPEAK TO YOUNG PEOPLE.
FRANCE GÉNÉROSITÉS, 2016
BECAUSE WITH A NEW SPIRIT OF GENEROSITY
COMES NEW WAYS TO GET INVOLVED
diffuz.com Nuit debout
change.org
DOOMED,
EVERYTHING IS DOOMED?
NO!WHERE THERE’S A WILL
THERE’S A HOPE
WHERE THERE’S A WILL, THERE’S A HOPE
75%OF FRENCH PEOPLE UNDER 30 SURVEYED
BELIEVE IT IS IMPORTANT TO SUPPORT
THE WORK OF NONPROFIT ORGANISATIONS.
FRANCE GÉNÉROSITÉS, 2016
40%IS THE RATE OF FRENCH PEOPLE
WHO DO NOT CURRENTLY GIVE TIME OR MONEY
BUT WHO COULD POTENTIALLY DO SO
TOMORROW
AS THEY FEEL CONCERNED BY THE IDEA
OF COLLECTIVE UTILITY.
RECHERCHES ET SOLIDARITÉS, 2017
?HOW TO GET INDIVIDUALISTS TO CHOOSE
TO ACT ALONGSIDE NGOS TO CHANGE THE WORLD?
FOR NGOS,
DEMONSTRATING EFFICIENCY
IS NO LONGER ENOUGH
INDIVIDUALISTS HAVE TO BE CONVINCED
THAT THEIR COMMITMENT IS CRUCIAL
TO INCREASING IMPACT
AND TO RALLY THEM,
NGOS’ COMMUNICATIONS MUST BE
+EMPATHETIC
+INTENSE
+CONNECTED
ONTENT
TOGETHER STANDING TALL
COME A LITTLE BIT CLOSER
1
A
B
2
A
B
C
LET’S MAKE A DEAL
GOODFELLAS
MAKE IT REAL
YOU TALKIN’ TO ME?
JUST WHEN I THOUGHT I WAS OUT...THEY PULL ME BACK IN!
C DON’T WORRY, BEYONCÉ
ONTENT
HIT HOME
CRASH THE PARTY
3
A
B
4
A
B
C
BEAUTY WILL SAVE THE WORLD
THE TRUMAN SHOW
BECOME HACKTIVIST
SILENCE… WE’RE RICKROLLING
BE THE FAKE NEWS
C LUKE, I AM YOUR FATHER
D YOU THINK THAT’S FUNNY?
D GEEK IS THE NEW CHIC
1
1 TOGETHER
STANDING TALL
HOW?
LET’S MAKE A DEAL
GOODFELLAS
DON’T WORRY, BEYONCÉ
A
B
C
ALONE WE GO FASTER, TOGETHER WE GO FURTHER.
1
-17% 69%
DECLINE IN STATE SUBSIDIES
OVER SIX YEARS.
KPMG, 2017
OF NONPROFIT ORGANIZATIONS FEEL
THEY NEED SUPPORT TO DEVELOP
COMMUNICATION TOOLS.
LE BLOG DU PRO-BONO, 2017
A LET’S MAKE A DEAL
A
A
93% 75%
OF NGOS THAT ENTER
INTO PARTNERSHIPS
WITH COMPANIES DO SO TO HAVE
MORE FINANCIAL RESOURCES
C&E CORPORATE-NGO PARTNERSHIPS BAROMETER,
2017
OF NGOS THAT FORM
PARTNERSHIPS WITH COMPANIES
DO SO TO BROADEN
THEIR NETWORK AND AUDIENCE
C&E CORPORATE-NGO PARTNERSHIPS BAROMETER,
2017
Movember for
L’Oréal, Faguo and Movember
-
2017
To support the Movember movement,
L'Oréal Men Expert and Faguo launched
a limited sweatshirt edition, which was sold
with a beard grooming kit, to support
the men's health cause. All profits were
donated to the Movember Foundation.
Allow consumers to indulge
while supporting a cause.
PARTNER WITH BUSINESSESA
#APRRcontrelabandon
for APRR and the SPA
-
2017
APRR experienced an increase in pet
abandonment at highway rest areas
during the summer months and
committed to working alongside the SPA
against this phenomenon.
Partner with a company facing the same
challenge in order to share
complementary resources to overcome it.
PARTNER WITH BUSINESSESA
Man on the Moon
for John Lewis and Age UK
-
2016
Like at every Christmas, John Lewis unveiled
a moving film that has become a real family
highlight. This campaign had even more
impact as it also promotes Age UK,
an organization that helps the elderly out
of exclusion and loneliness.
Benefit from a brand's impact
and audience to create
a large-scale campaign.
PARTNER WITH BUSINESSESA
B GOODFELLAS
B
La Course des héros
-
Annual
La Courses des héros (The Heroes Race)
is a major charity event, allowing everyone
to run or walk for the cause of their choice.
Over 200 causes are represented.
Create a major annual event open
to any nonprofit to share costs
and organizational efforts, and get
the attention of the general public.
TEAM UP WITH NONPROFITS
B
Printemps Solidaire
-
2017
The Printemps Solidaire (Supportive Spring)
operation, supported by 70 nonprofits
and celebrities, aimed to urge France
to increase its funding for international
solidarity and development aid. The campaign
directly challenged Emmanuel Macron
to uphold France’s pledge to allocate 0.7%
of its wealth to public aid for the development
of the poorest countries.
Join forces with other NGOs
in the same battle to capture
the public's attention.
TEAM UP WITH NONPROFITS
B
C DON’T WORRY,
BEYONCÉ
C
92%
OF CONSUMERS TRUST
INFLUENCERS MORE THAN
ADVERTISING OR CELEBRITIES.
MUSEFIND, 2016
C
#MaintenantOnAgit for
La Fondation des Femmes
-
2018
#MaintenantOnAgit (#NowWeAct)
is a campaign to support the fight
against violence against women.
In a column published in Libération,
in collaboration with France Inter,
130 personalities committed to taking - and
invited society as a whole to do so also -
concrete action against violence against
women.
They also spread the message by relaying
the hashtag on their social media channels.
The Césars Ceremony highlighted
the operation by inviting participants to wear
a white ribbon.
Amplify the reach of the message
by having it carried by relevant
personalities and by capitalizing
on key events.
JOIN FORCES WITH INFLUENCERS
C
FIJI One Sip Forward for
The American Film Institute
(AFI)
-
2018
In partnership with the Fiji Water brand, AFI,
an organization that promotes gender
equality in Hollywood, snuck into the 2018
Golden Globes Ceremony to challenge
the stars.
For every picture of a star taking a sip of Fiji
Water, the brand pledged to donate $1,000
to AFI.
Gain visibility by being present
where the cameras and eyes of the world
are pointing.
JOIN FORCES WITH INFLUENCERS
C
#BrutalCut
for ActionAid International
-
2017
To raise awareness and combat the cultural
phenomenon of female genital mutilation,
ActionAid called on Youtubers. Their videos
were brutally by ActionAid’s awareness
campaign followed by the BrutalCut hashtag.
Capitalize on Youtubers' audiences
to make the voice of those who do not
have the means to make themselves
heard, heard.
JOIN FORCES WITH INFLUENCERS
C
2 COME A LITTLE BIT
CLOSER
2
HOW?
MAKE IT REAL
YOU TALKIN’ TO ME?
JUST WHEN I THOUGHT I WAS OUT… THEY PULL ME BACK IN!
A
B
C
FACED WITH AUDIENCES WHO FEEL LESS AND LESS CONCERNED
BY THE ACTION OF NGOS, IT IS NECESSARY TO REFRAME THE
FIGHT.
THE BEST WAY FORWARD IS TO CREATE A CONNECTION BETWEEN
THE PEOPLE AND THE PROBLEM.
51% 58%
OF FRENCH PEOPLE UNDER
30 SURVEYED FEEL VERY DISTANT
FROM THE NONPROFIT WORLD.
FRANCE GÉNÉROSITÉS, 2016
OF THE FRENCH NON-DONORS
SURVEYED WOULD BE WILLING
TO GIVE IF IT WAS A CHARITY
WHOSE CAUSE AFFECTED
THEM PERSONALLY OR SOMEONE
IN THEIR IMMEDIATE FAMILY.
L’OBS WITH RUE 89, 2009
2
A MAKE IT REAL
A
A
“AND THEREFORE IT IS PROPER TO IT TO KNOW A FORM
EXISTING INDIVIDUALLY IN CORPOREAL MATTER, BUT NOT
AS EXISTING IN THIS INDIVIDUAL MATTER. BUT TO KNOW
WHAT IS IN INDIVIDUAL MATTER, NOT AS EXISTING IN SUCH
MATTER, IS TO ABSTRACT THE FORM FROM INDIVIDUAL
MATTER WHICH IS REPRESENTED BY SENSE IMAGES.
THEREFORE WE MUST NEEDS SAY THAT OUR INTELLECT
UNDERSTANDS MATERIAL THINGS BY ABSTRACTING
FROM SENSE IMAGES.”
SAINT THOMAS AQUINAS
A1 BECOME
A SEX SYMBOL
A1
The Truth Unveiled
for IPRAS WomenForWomen
-
2017
For Women's Day and for the first time
in India, a woman victim of an acid attack
revealed her scars on the set of a national
television news program.
She called for support and encouraged
other victims to stop hiding.
Turn certain victims into symbols
of your cause so that they reveal the truth
and make it difficult for the general public
to ignore it.
CREATE A SYMBOL
A1
The Refugee Nation
for Amnesty International
-
2016
In January 2016, the International Olympic
Committee announced the creation
of a refugee team for the Rio Games,
a first in the competition’s history.
To bring these athletes together
and strengthen their team spirit, Amnesty
International created an anthem and flag.
The orange flag, crossed by a horizontal black
stripe, is inspired by the life jackets worn
by the refugees during their journey.
Make projects more concrete by creating
identity symbols with which the general
public can identify.
CREATE A SYMBOL
A1
Life Time Clock
for Fürs Leben
-
2014
To stop the decline in organ donations
and encourage Germans to get
their donor card, the Fürs Leben
association introduced them to Kevin
and his hourglass.
The sand that flows inside the hourglass
symbolizes the time Kevin has left to live.
The hourglass, located in very busy
places, changed location and patient
after each successful transplant.
Raise awareness of the urgent need
to act by confronting the general
public with symbols that provoke
a reaction and foster commitment.
A1
CREATE A SYMBOL
Winter 08
for Fondation Abbé Pierre
-
2008
The Abbé Pierre Foundation launched
a campaign against inadequate housing,
which used display surface area to symbolize
the narrowness of the homes of the most
vulnerable members of society. It is about
confronting people with what living in 7 or 12
square meters can really look like.
Use the communication carrier so that it
is not only a medium, but also makes the
message more concrete.
A1
CREATE A SYMBOL
A2 VOTED PRODUCT
OF THE YEAR
A2
#SMOKLM
for la Fondation du Souffle
-
2018
For World No Tobacco Day, the Fondation
du Souffle, in partnership with Roche
Pharmaceuticals, launched an awareness
campaign aimed at young people.
Inspired by the unboxing trend, this campaign
focuses on the immediate and directly
perceptible effects of smoking rather than
recalling the long-term, harmful side effects.
Bypass the moral discourse by relying
on a consumer trends to raise awareness.
BETTING ON PRODUCTIZING
A2
I’m Sorry Flowers for
Center for Women’s Rights
-
2017
In 2017, the newly appointed government
of Poland decided to stop funding charities
providing assistance to women victim of
sexual abuse. In response, the Center for
Women's Rights created the "I'm Sorry
Flowers”, which symbolize apologies
for every act of violence, many of which
can result in the death of the victim.
These flowers were sent to Polish MPs and
sold by florists.
Materialize the consequences of a
political decision.
BETTING ON PRODUCTIZING
A2
Writing Our Rights
for Ignite
-
2017
Convinced that leadership initiation is
as fundamental for girls as learning to write,
Ignite published a writing book featuring
the words of great female politicians.
Capitalize on tools already used to easily
convey the message to the target.
BETTING ON PRODUCTIZING
A2
Socks Trust: Give Socks Not
Dogs for Dogs Trust
-
2016
Given the large number of puppies gifted
at Christmas and quickly abandoned after,
the Dogs Trust charity recommended
choosing gifts requiring less attention
and therefore less likely to be returned:
socks.
The charity changed its name to Socks Trust
and released a collection of festive socks
representing these abandoned puppies.
Propose a concrete alternative
to the general public so they can
reconsider the decisions most usually
taken.
BETTING ON PRODUCTIZING
A2
B YOU TALKIN’ TO ME?
B
ONLY
58% THE LAW OF
PROXIMITY
OF THE FRENCH UNDER 30 SURVEYED
CARE ABOUT THE CAUSES
CURRENTLY ADDRESSED
BY CHARITIES AND NONPROFIT
ORGANIZATIONS
FRANCE GÉNÉROSITÉS, 2016
LAW OF JOURNALISTIC PRACTICE
THAT DICTATES THAT
THE MORE DISTANT A READER IS
FROM A NEWS STORY, THE LESS
ATTENTION THEY GIVES TO IT
B
Oceans of the Future
for Greenpeace
-
2018
To warn about the state and future
of our oceans if nothing changes,
Greenpeace unveiled a striking exhibition
in an aquarium, diving into the oceans
of tomorrow: where plastic bags have
replaced fish.
Transform a place that the general public
knows and loves to get
the message across.
BRING THEM CLOSER
B
Refugees
for Collectif Nation Refuge
-
2017
The Collectif Nation Refuge, an organization
dedicated to helping refugees, released
a shocking film featuring a family trapped
in a burning apartment, blocked by a wall.
This situation illustrates what the refugees are
going through.
Transpose the situations experienced by
others into our daily lives.
BRING THEM CLOSER
B
25m2 Syria
for La Croix-Rouge
-
2016
In Norway, the Red Cross exposed the Syrian
tragedy by replacing a room in an IKEA store
with an exact copy of an apartment in
Damascus, Syria.
Give the feeling of being in a country
at war, a stronger vector of emotion
than photos or videos that create
a distance between the situation
and the public.
BRING THEM CLOSER
B
Most Shocking Second a Day
video for Save The Children
-
2014
To raise awareness among the English
about the living conditions of children
in countries at war, often distant, Save The
Children imagined what the peaceful daily life
of a London child would become if a war
struck England.
Transpose the harsh conditions
experienced by others onto our daily lives
for greater impact.
B
BRING THEM CLOSER
C JUST WHEN I THOUGHT I WAS OUT...
THEY PULL ME BACK IN
C
65%
OF CONSUMERS SURVEYED SAY
THAT AN INTERACTIVE EXPERIENCE
WITH A BRAND ALLOWS THEM
TO BETTER UNDERSTAND
THE USEFULNESS OF ITS
PRODUCT/SERVICE.
BCEX | BOBCAR MEDIA, 2017
C
C1 TRY IT,
YOU’LL LOVE IT
C1
Laurence’s Secret
for Addict Aide
-
2018
For a month, Addict Aide hosted an escape
game in the reality and daily life of a chronic
alcoholic woman, aiming to illustrate
how easy it is to miss the signs of addiction
in a loved one.
Immerse the public in the intimacy
of beneficiaries to create a proximity
that allows people to observe and learn
about their daily lives.
OFFER AN EXPERIENCE
C1
Stop the Horror
for Go Gentle Australia
-
2018
On the eve of a vote on the legalization
of euthanasia, Go Gentle Australia released
a terrifying spot showing the end
of a terminally ill patient's life, which can be
stopped at the press of a "Stop the Horror"
button at the bottom right of the screen.
A petition pops up inviting us to really
put an end to the horror.
Put the public in a compassionate
position by immersing them
in the unfiltered pain of a patient,
forcing them to take a stand.
OFFER AN EXPERIENCE
C1
Playing Dates
for Save The Children
-
2017
To educate adults about the dangers
of the Internet, Save The Children tricked
adults. After chatting with them on social
networks and setting up a date, these adults
discover on arrival that the person
they thought they were talking to is quite
different from what they expected.
Swap roles so that the public realizes
that even it can be deceived.
OFFER AN EXPERIENCE
C1
C2 DIY
C2
INVOLVE
C2
#MélaniePeutLeFaire
for UNAPEI
-
2017
To make mentally disabled people visible
and integrate them into society, UNAPEI
helped Mélanie, who has Down's Syndrome,
make her dream come true.
The @MélaniePeutLeFaire (@MelanieCanDoIt)
Facebook page was created to get 100,000
likes and draw media attention to her project
to present the weather forecast on television.
Involve the public by giving it
an important role in carrying out
the operation.
The Quest for Knowledge
for NORAD
-
2017
The Norwegian Agency for Development
and Cooperation launched an interactive
game to raise interest and understanding
among young Norwegians about the role
and use of humanitarian aid funds.
Adopt a recreational approach to explain
your actions to potential future donors.
INVOLVE
C2
Ice Bucket Challenge
for ALS Association
-
2014
The ALS Association managed to transform
a challenge between friends,
which consisted of filming themselves
pouring a bucket of ice water over
their heads and daring someone else to do
the same, into a global event at the service
of the fight against amyotrophic lateral
sclerosis.
The Ice Bucket Challenge brought
all audiences together, from the
anonymous to celebrities. With $100M in
funds raised, the phenomenon has also
contributed
to the notoriety of a little-known disease.
Rely on simple, accessible
and shareable initiatives to encourage
participation.
C2
INVOLVE
3 HIT HOME
3
HOW?
BEAUTY WILL SAVE THE WORLD
THE TRUMAN SHOW
LUKE, I AM YOUR FATHER
YOU THINK THAT’S FUNNY?
A
B
C
D
TODAY, WE HAVE TO SPEAK TO PEOPLE BASED ON WHO THEY ARE.
THE STRONGER THE EMOTION FELT, THE MORE THE MESSAGE WILL
HIT HOME.
3
x2
THE SUCCESS OF A CAMPAIGN
CAN BE ATTRIBUTED TWICE
AS MUCH TO ITS EMOTIONAL CONTENT
THAN ITS RATIONAL CONTENT.
BRAND IMMORTALITY BY PRINGLE & FIELD, 2009
THE STRONGER THE EMOTION
GENERATED,
THE BETTER THE MEMORIZATION
OF THE CONTENT.
AOL AND ILIGO, 2018
A BEAUTY WILL SAVE
THE WORLDA
ONLY
26%
OF FRENCH RESPONDENTS BELIEVE
THAT THE STORIES CAMPAIGNS TELL
ARE GETTING MORE INTERESTING.
KANTAR TNS, 2018
THE HUMAN BRAIN
RETAINS 80% OF AN IMAGE
VERSUS 20% OF A TEXT.
INFLUENCIA, 2015
80%
A
SickKids VS
for SickKids Foundation
-
2018
The SickKids Foundation showcases
the many battles being waged by children,
parents and employees around the SickKids
Foundation.
By adopting an inclusive approach,
the foundation hopes to convince people
to donate.
Mimic advertising codes used by major
lifestyle brands.
USE CRAFT
A
#ChangeonsDeRegard
for Burns and Smiles
-
2018
With "Cinéma," the sequel to
the “Halloween” film, the Burns and Smiles
association presents another moment
in the life of this fire victim. The film shows
how the consideration of others and
self-acceptance can break the cycle
of loneliness.
Adopt a tone and perspective akin
to reporting to build trust
with the audience.
USE CRAFT
A
#ShutUpDeath
for Médecins du Monde
-
2017
A Médecins du Monde campaign to inform
the public about the extent of its actions
abroad.
Use a documentary aesthetic
and a subjective point of view to immerse
the audience in your cause.
USE CRAFT
A
Your Signature Is More
Powerful Than You Think
for Amnesty International
-
2008
In order to raise awareness and mobilize
everyone, Amnesty International France
highlighted its key mode of action,
which fights against violations of freedom
of conscience and expression: signatures.
Embody your cause fully using graphic
design.
USE CRAFT
A
B THE TRUMAN SHOW
B
48%
OF CONSUMERS SURVEYED
SAY THEY DO NOT LIKE ADVERTISING
BECAUSE IT LACKS REALISTIC
SCENARIOS.
CLUTCH, 2018
B
A Board Game for
l’Observatoire des inégalités
-
2017
Two weeks before the French presidential
elections, the Observatoire des inégalités
wanted to bring new visibility to the fight
against inequality.
It shows the inequalities that exist in France
today in an original way: by observing children
playing a famous board game, but adding
more realistic rules.
Use children's eyes to denounce
inequalities to which adults seem to have
become accustomed.
USE SOCIAL EXPERIMENTS
B
For 1 Look
for Depaul
-
2015
Depaul organized a live experience
to make people realize that we pay
more attention to animals than
to homeless people on the street,
thus changing the way we look at the
homeless.
For one day, a homeless person
and a dog stayed in the same location
and each glance at one and/or the
other was counted using a hidden
camera.
Build your rhetoric on a proven
record of experience.
B
USE SOCIAL EXPERIMENTS
10 Hours of Walking in NYC
as a Woman
for Hollaback
-
2014
To denounce the harassment of women
on the streets of New York, Hollaback asked
an actress to walk for ten hours in various
parts of Manhattan, filming herself
with a hidden camera.
Show the reality of a context through a
real experience that can be shared.
B
USE SOCIAL EXPERIMENTS
C LUKE, I AM YOUR FATHER
C
PSYCHOEVOLUTIONARY
THEORY
SURPRISE IS AN EMOTION THAT HAS
THE UNIQUE ABILITY TO HEIGHTEN OTHER EMOTIONS.
WHEN YOU'RE SURPRISED AND HAPPY,
YOU'RE EUPHORIC.
ROBERT PLUTCHIK, PSYCHOLOGIST
C
Unsilenced
for La Parole aux sourds
-
2018
La Parole aux sourds wants to give voice
to the deaf with a campaign that highlights
the emotions they may feel on a daily basis,
as well as society’s general lack
of understanding of the condition.
Resort to aesthetics and the unexpected
to give more resonance to your cause.
LEVERAGE SURPRISE
C
#TooLatergram
for WWF
-
2018
In order to raise awareness about the damage
caused by pollution, WWF asked Instagram
influencers to publish photos of formerly
idyllic places that are now completely
polluted.
Use the visual trends popular on social
networks to catch the attention
of Internet users.
LEVERAGE SURPRISE
C
Evan
for Sandy Hook Promise
-
2016
Founded after the 2012 shooting in an
American school, Sandy Hook Promise’s
mission is to make the American public aware
of the warning signs of an act of violence
among at-risk teenagers.
With this film, the association invites everyone
to keep an eye out for the warning signs.
Use the foreground and background shots
of the film to tell two different stories.
LEVERAGE SURPRISE
C
The Pasta Necklace
for Secours populaire
-
2002
To remind us that misery is still a topical
issue, and that every day in France
two million people don't have enough
to eat, Secours Populaire created a film
portraying simple family joys, but with
an unexpected twist.
Distort a happy situation that most
families experience at least once.
C
LEVERAGE SURPRISE
D YOU THINK THAT’S
FUNNY?
D
48%
OF CONSUMERS SURVEYED
CONSIDER HUMOR TO BE
THE MOST IMPACTFUL ELEMENT
IN A COMMERCIAL.
KANTAR TNS, 2017
D
Cansa Testi-Monials
for Cansa
-
2017
When diagnosed early enough, testicular
cancer is easily curable. To break the taboo
and encourage men to talk and regularly have
their testicles checked by their physician,
Cansa gave them a voice.
Use avatars to avoid potential
embarrassment.
USE HUMOR
D
Be the Guy
for Be the Match
-
2017
Be the match was looking to recruit new bone
marrow donors among adults ages 18-24.
It launched a mobile campaign in the form
of a series of short films demonstrating
that becoming a donor in no way interferes
with daily habits.
Opt for short formats that use humor
and absurdity.
USE HUMOR
D
El placer de no tener cáncer
for the Colombian League
Against Cancer
-
2017
To raise awareness among men about
the prevention of testicular cancer,
the Colombian Cancer League makes fun
of a typical male habit.
Draw inspiration from a target-specific
insight to best raise awareness
of the message.
USE HUMOR
D
L’ennui
for Jaccede
-
2017
For World Disability Day, Jaccede promoted
its dedicated platform on which it lists places
accessible to people with reduced mobility.
It presented a humorous film that also
conveys a positive image of people
with disabilities.
Use self-deprecating humor
to dedramatize the message.
USE HUMOR
D
Avoid Gossip at Work,
Hire a Blind Person
for Norges Blindeforbund
-
2011
The Norwegian Association for the Blind
managed to speak out for their cause with
humor. It aimed to prove that blindness,
in certain circumstances, is a great asset.
Use derision to inspire sympathy
and closeness to cause.
D
USE HUMOR
4 CRASH
THE PARTY
4
HOW?
BECOME HACKTIVIST
SILENCE… WE’RE RICKROLLING
BE THE FAKE NEWS
GEEK IS THE NEW CHIC
A
B
C
D
TO STAND OUT FROM THE MULTITUDE OF MESSAGES SENT OUT
EVERY DAY, NO TOUCHPOINT SHOULD BE NEGLECTED, EVEN THE
MOST UNEXPECTED ONES.
BREAK INTO PEOPLE'S DAILY LIVES!
4
600 98%
THE NUMBER OF MESSAGES
CONSUMERS ARE EXPOSED T
O EACH DAY, OF WHICH ONLY
30-80 ARE RECEIVED.
PUBLICITOR BY DE BAYNAST & LENDREVIE, 2014
OF FRENCH RESPONDENTS
CONSIDER BRAND
COMMUNICATIONS INVASIVE.
KEEP CALM, 2018
A BECOME HACKTIVIST
A
88%
FRENCH PEOPLE FOLLOW
THE NEWS DAILY, MAINLY THANKS
TO DIGITAL AND TELEVISION.
DENTSU AEGIS NETWORK, 2018
A
No Day off for Horror for
Emmaüs
-
2017
During the summer holidays, the French are
on vacation but the news does not take
a break. Every summer, the better conditions
at sea contribute to an increase in the number
of migrations and the probability of new
tragedies. To make sure no one forgets this,
Emmaus decided to act with a film
that reminds us of our freedom to move.
Prevent the topic from being forgotten
during slow periods, like the holidays.
HACK THE NEWS
A
#20minutesofaction4change
for White Ribbon
-
2017
As a result of a father reducing to "20 minutes
of action" the sexual assault her son is guilty
of, the White Ribbon movement launched
a campaign hijacking this sentence to
encourage fathers to better educate their
sons when it comes to respect for women.
Turning reprehensible comments into
positive speaking opportunities.
HACK THE NEWS
A
Je ne supporte pas les bleus
for Elle’s imagine’nt
-
2016
Over the duration of the Euro, an average
of 10 women were beaten to death
by their partners in France. The organization
Elle's Imagine'nt took action during this major
event to denounce domestic violence,
raise awareness and collect donations
via the campaign: « Je ne supporte pas les
bleus »
Catch the public off guard by stating
radically different opinion (at first sight)
than the crowd’s.
HACK THE NEWS
A
The Marathon Walker
for Water for Africa
-
2015
A woman ran the Paris Marathon
with a jug of water on her head
as a stunt campaign for Water
for Africa on the occasion
of the famous Paris sporting event.
It aimed to draw attention to the lack
of access to safe drinking water
in Africa and to show that women
travel miles every day to get it.
Show how an exception for some,
is part of everyday life for others.
A
HACK THE NEWS
B SILENCE... WE’RE
RICKROLLING
B
"THE BEST STORIES DON’T TEACH PEOPLE ANYTHING NEW.
INSTEAD, THE BEST STORIES AGREE WITH WHAT
THE AUDIENCE ALREADY BELIEVES AND MAKES
THE MEMBERS OF THE AUDIENCE FEEL SMART
AND SECURE WHEN REMINDED HOW RIGHT THEY WERE
IN THE FIRST PLACE.”
ALL MARKETERS ARE LIARS PAR SETH GODIN, 2005
B
Tu seras un homme mon fils
for Fondation des Femmes
-
2018
After #MaintenantOnAgit, the Fondation
des Femmes launched a new campaign.
Inspired by Rudyard Kipling’s poem, the film
shows men with their sons in their everyday
life to underline the fundamental role they
play in their son’s education on gender
equality.
Use artwork known by your target
audience and adapt it to the present
context to convey new messages.
HACK CULTURAL REFERENCES
A
#PasDeSanteSansToit
for Médecins du Monde
-
2018
When the winter truce ends, thousands
of people will be sent a eviction notice.
Médecins du Monde wanted to put those
who have the power to change things in their
shoes. A non-expulsion notice was sent
to the President and members of
the government to remind them
of their responsibility: to guarantee access
to decent housing and medical treatment
for all those who do not have it.
Use an administrative symbol at the heart
of current political events to catch
the attention of elected officials.
HACK CULTURAL REFERENCES
B
The Immunity Charm for
The Afghan Ministry of Public
Health
-
2017
Afghanistan is one of the countries with
the highest infant mortality rate, partly linked
to its low immunization rate. To help medical
services keep track of vaccines and renewals,
by avoiding the use of paper documents
that are difficult for mothers to understand
and easily lost, doctors use the bracelets
given at birth to protect children
from bad luck.
Use important, identifiable objects to get
people's attention.
HACK CULTURAL REFERENCES
B
Footnote for the Breast
for Medcare Women and
Children’s Hospital
-
2017
In the midst of rapid development, the Middle
East is modernizing but also maintains very
conservative religious values, backed by a real
taboo around discussing women's bodies.
To encourage women to have their breasts
checked regularly and thus prevent cancer,
Medcare Women and Children's Hospital
has managed to get the message across
discreetly.
Meddle in the habits of the people you are
addressing to capture their attention.
HACK CULTURAL REFERENCES
B
Stayin’ Alive
for British Heart Foundation
-
2012
In the UK, the British Heart Foundation,
campaigning for the promotion
of a simplified version of CPR (without
rescue breath or counting) found the solution
for emergency response to a heart attack
victim. After calling 911, do CPR following
the rhythm of “Stayin’ Alive” by the Bee
Gees.
Use mnemonic devices to transform
a cultural reference into a reminder
of a message or cause.
B
HACK CULTURAL REFERENCES
C BE THE FAKE NEWS
C
89%
OF FRENCH RESPONDENTS SAY
THEY TAKE ADVANTAGE
OF THE ADVERTISING BREAK TO DO
AN ACTIVITY THAT REQUIRES
CHANGING ROOMS.
OPINIONWAY FOR SYNC, 2017
C
#StopThisMovie
for FIDH
-
2017
Since the re-election of President Pierre
Nkurunziza in 2015, the country has been
going through a period of unprecedented
violence, leaning towards genocide.
To alert international opinion, the International
Federation for Human Rights released the
trailer for a film that is gradually becoming
a reality and called for action to stop the film.
Capture public attention the same way
blockbusters do using film techniques.
HACK THE MEDIA
C
The Truth-Revealing Banners
for Amnesty International
-
2017
Amnesty International uses Youtube banners
to spread the truth. On the videos of various
dictators, a Youtube banner is displayed,
taking the form of subtitles. These subtitles
reveal the truth behind the dictators' official
statements.
Use digital advertising formats to surprise
Internet users and to give precise context
to the message.
HACK THE MEDIA
C
The Safety Jingle
for PEVR
-
2016
While radio presenters ask their listeners
on average 46 times a day to call them, send
an SMS or react on Facebook, 80% of people
listen to the radio in their car.
The nonprofit Parents d'Enfants Victimes
de la Route provides radio presenters with
a tool to remind people of the danger of using
the telephone while driving.
Choose the most appropriate medium
when the target is in contact with
or close to the cause.
HACK THE MEDIA
C
D GEEK IS THE NEW CHIC
D
34% 85%
OF FRENCH INTERNET USERS
USE AN ADBLOCKER.
KANTAR TNS, 2017
OF FRENCH PEOPLE UNDER 35
SURVEYED ARE IN FAVOUR OF
THE PRESENCE OF BRANDS
ON SOCIAL NETWORKS
TO FACILITATE INTERACTION.
DISKO, 2017
D
Fighting Cancer
for Cancer@work
-
2018
Cancer@Work launched an awareness
campaign so that people with cancer are
no longer victims of professional exclusion.
To change the way people view illness
in the workplace, it introduced "Fighting
Cancer" as a skill on LinkedIn.
Present certain hardships as a real-life
experience full of lessons.
HACK SOCIAL MEDIA
D
Unsafety Check
for Black Lives Matter
-
2017
Before Donald Trump's inauguration, Black
Lives Matter wanted to start a conversation
about the impact of racism in our society.
It released the Mark Yourself Unsafe app
based on Facebook's famous Safety
Check, which lets friends know you're safe.
Show the widespread sense of insecurity
shared by some communities.
HACK SOCIAL MEDIA
D
#APremiereVue
for SOS Amitié
-
2017
#APremiereVue (#AtFirstSight) is a mobile
campaign that takes advantage of
the hidden surfaces of videos on
a Facebook news feed to reveal the distress
of SOS Amitié callers. A suffering that often
goes unnoticed.
Highlight the gap between observed facts
and reality using social media content
formats.
HACK SOCIAL MEDIA
D
#NoLikesForRacism
for Licra
-
2015
La Licra unveiled its new campaign,
#NoLikesForRacism, on Facebook.
This mobile video campaign, based on
Facebook's "like," aims to get young
people to fight ordinary racism on the
Internet.
Hijack social network codes
to prompt Internet users to display
their dissatisfaction with broadcast
content and comments.
D
HACK SOCIAL MEDIA
WHAT ABOUT TOMORROW?
Orizon
for Greenpeace
-
2018
The day after the opening of the Cop23,
Greenpeace denounced "the cynicism
of corporations and the hypocrisy of States
whose actions do not live up
to the commitments made at the Cop21."
Entitled Orizon, this campaign features a fake
real estate agency that has adopted
a "predictive real estate" approach.
It simulates sea-level rise to figure out which
properties will seafront in a few decades.
Combine predictive analysis and dystopic
narrative to shock and educate the general
public.
DATA FOR NONPROFITS
Game Chaingers
for Unicef
-
2018
Unicef carried out the first humanitarian
fundraising campaign using a cryptocurrency.
By calling not on your money, but on your
computer with a graphic card, the fundraising
campaign targets a new category of donors.
Adapt the fundraising method to the donor
category.
RAISING FUNDS USING CRYPTOCURRENCIES
Contact :
Emmanuel Anjembe
Head of Strategy & New Business
emmanuel.anjembe@tbwa-corporate.com
+33 1 49 09 26 48
ERCI

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Insight we trust - ONG edition 2018

  • 2. THE FRENCH HAVE NEVER BEEN SO INDIVIDUALISTIC 85%OF FRENCH RESPONDENTS THINK THAT SOCIETY WILL GROW MORE INDIFFERENT IN THE YEARS TO COME. IFOP FOR OUEST-FRANCE, 2018 76%OF FRENCH RESPONDENTS THINK THAT SOCIETY WILL TAKE AN INDIVIDUALISTIC TURN IN THE YEARS TO COME. IFOP FOR OUEST-FRANCE, 2018
  • 4. IT’S EVEN BETTER NEWS FOR BROTHERHOOD
  • 5. Le mauvais individualiste, il croit en un truc, ça l’attire. Le bon individualiste, il croit en un truc, ça l’attire.
  • 6. AND GOOD INDIVIDUALISTS BELIEVE IN THEIR ABILITY TO CHANGE THE WORLD 37%OF FRENCH RESPONDENTS THINK INDIVIDUALS ARE MOST CAPABLE OF MAKING A REAL DIFFERENCE IN OUR SOCIETY, BEFORE GOVERNMENTS (19%), COMPANIES (11%) AND SCHOOLS (11%). CSA FOR AACC, 2017 ONLY 7%OF FRENCH RESPONDENTS THINK THE NONPROFIT SECTOR IS THE MOST CAPABLE OF REALLY BRINGING CHANGE TO OUR SOCIETY. CSA FOR AACC, 2017
  • 7. THEY’RE CHANGING IT BY... AND ONLY IN 8TH POSITION, VOLUNTEERING FOR A NONPROFIT. HARRIS INTERACTIVE, 2016 … SORTING THEIR RECYCLING … VOTING … BEING CAREFUL WITH WHAT THEY BUY
  • 8. THE QUESTION IS: WHY DOESN’T THIS CITIZEN-BASED INDIVIDUALISM BENEFIT NONPROFITS?
  • 9. BECAUSE PURPOSE COMPETES WITH GREAT CAUSES BECAUSE TOO MANY GREAT CAUSES KILL THE GREATNESS OF THE CAUSE BECAUSE WITH A NEW SPIRIT OF GENEROSITY COMES NEW WAYS TO GET INVOLVED 1 2 3
  • 10. BECAUSE PURPOSE COMPETES WITH GREAT CAUSES 65%OF FRENCH RESPONDENTS SAY THEY WOULD BE WILLING TO PAY MORE TO BUY ENVIRONMENTALLY FRIENDLY PRODUCTS. EY BEACON INSTITUTE AND HARVARD BUSINESS REVIEW, 2015 40%OF CONSUMERS SURVEYED HAVE DROPPED A BRAND BECAUSE OF ITS UNETHICAL VALUES OR PRACTICES. MEDIACOM, 2017
  • 11. Intimate words for Always Fearless Girl for SSGABring it on for H&M AND BRANDS GOT IT RIGHT BECAUSE PURPOSE COMPETES WITH GREAT CAUSES
  • 12. BECAUSE TOO MANY GREAT CAUSES KILL THE GREATNESS OF THE CAUSE 70%OF FRENCH PEOPLE UNDER 30 SURVEYED CONSIDER THAT THERE ARE TOO MANY CAUSES AND THAT THEY DO NOT KNOW HOW TO CHOOSE. FRANCE GÉNÉROSITÉS, 2016 87%OF NON-DONORS SURVEYED DO NOT GIVE BECAUSE THEY HAVE DOUBTS ABOUT HOW DONATIONS ARE USED. L’OBS AND RUE 89, 2009
  • 13. BECAUSE WITH A NEW SPIRIT OF GENEROSITY COMES NEW WAYS TO GET INVOLVED -11%IN DONATIONS FROM NEW DONORS SINCE 2016. FRANCE GÉNÉROSITÉS, 2017 55%OF FRENCH PEOPLE UNDER 30 SURVEYED BELIEVE THAT CHARITIES AND NONPROFITS DO NOT KNOW HOW TO SPEAK TO YOUNG PEOPLE. FRANCE GÉNÉROSITÉS, 2016
  • 14. BECAUSE WITH A NEW SPIRIT OF GENEROSITY COMES NEW WAYS TO GET INVOLVED diffuz.com Nuit debout change.org
  • 16. NO!WHERE THERE’S A WILL THERE’S A HOPE
  • 17. WHERE THERE’S A WILL, THERE’S A HOPE 75%OF FRENCH PEOPLE UNDER 30 SURVEYED BELIEVE IT IS IMPORTANT TO SUPPORT THE WORK OF NONPROFIT ORGANISATIONS. FRANCE GÉNÉROSITÉS, 2016 40%IS THE RATE OF FRENCH PEOPLE WHO DO NOT CURRENTLY GIVE TIME OR MONEY BUT WHO COULD POTENTIALLY DO SO TOMORROW AS THEY FEEL CONCERNED BY THE IDEA OF COLLECTIVE UTILITY. RECHERCHES ET SOLIDARITÉS, 2017
  • 18. ?HOW TO GET INDIVIDUALISTS TO CHOOSE TO ACT ALONGSIDE NGOS TO CHANGE THE WORLD?
  • 20. INDIVIDUALISTS HAVE TO BE CONVINCED THAT THEIR COMMITMENT IS CRUCIAL TO INCREASING IMPACT
  • 21. AND TO RALLY THEM, NGOS’ COMMUNICATIONS MUST BE +EMPATHETIC +INTENSE +CONNECTED
  • 22. ONTENT TOGETHER STANDING TALL COME A LITTLE BIT CLOSER 1 A B 2 A B C LET’S MAKE A DEAL GOODFELLAS MAKE IT REAL YOU TALKIN’ TO ME? JUST WHEN I THOUGHT I WAS OUT...THEY PULL ME BACK IN! C DON’T WORRY, BEYONCÉ
  • 23. ONTENT HIT HOME CRASH THE PARTY 3 A B 4 A B C BEAUTY WILL SAVE THE WORLD THE TRUMAN SHOW BECOME HACKTIVIST SILENCE… WE’RE RICKROLLING BE THE FAKE NEWS C LUKE, I AM YOUR FATHER D YOU THINK THAT’S FUNNY? D GEEK IS THE NEW CHIC
  • 24. 1 1 TOGETHER STANDING TALL HOW? LET’S MAKE A DEAL GOODFELLAS DON’T WORRY, BEYONCÉ A B C ALONE WE GO FASTER, TOGETHER WE GO FURTHER.
  • 25. 1 -17% 69% DECLINE IN STATE SUBSIDIES OVER SIX YEARS. KPMG, 2017 OF NONPROFIT ORGANIZATIONS FEEL THEY NEED SUPPORT TO DEVELOP COMMUNICATION TOOLS. LE BLOG DU PRO-BONO, 2017
  • 26. A LET’S MAKE A DEAL A
  • 27. A 93% 75% OF NGOS THAT ENTER INTO PARTNERSHIPS WITH COMPANIES DO SO TO HAVE MORE FINANCIAL RESOURCES C&E CORPORATE-NGO PARTNERSHIPS BAROMETER, 2017 OF NGOS THAT FORM PARTNERSHIPS WITH COMPANIES DO SO TO BROADEN THEIR NETWORK AND AUDIENCE C&E CORPORATE-NGO PARTNERSHIPS BAROMETER, 2017
  • 28. Movember for L’Oréal, Faguo and Movember - 2017 To support the Movember movement, L'Oréal Men Expert and Faguo launched a limited sweatshirt edition, which was sold with a beard grooming kit, to support the men's health cause. All profits were donated to the Movember Foundation. Allow consumers to indulge while supporting a cause. PARTNER WITH BUSINESSESA
  • 29. #APRRcontrelabandon for APRR and the SPA - 2017 APRR experienced an increase in pet abandonment at highway rest areas during the summer months and committed to working alongside the SPA against this phenomenon. Partner with a company facing the same challenge in order to share complementary resources to overcome it. PARTNER WITH BUSINESSESA
  • 30. Man on the Moon for John Lewis and Age UK - 2016 Like at every Christmas, John Lewis unveiled a moving film that has become a real family highlight. This campaign had even more impact as it also promotes Age UK, an organization that helps the elderly out of exclusion and loneliness. Benefit from a brand's impact and audience to create a large-scale campaign. PARTNER WITH BUSINESSESA
  • 32. La Course des héros - Annual La Courses des héros (The Heroes Race) is a major charity event, allowing everyone to run or walk for the cause of their choice. Over 200 causes are represented. Create a major annual event open to any nonprofit to share costs and organizational efforts, and get the attention of the general public. TEAM UP WITH NONPROFITS B
  • 33. Printemps Solidaire - 2017 The Printemps Solidaire (Supportive Spring) operation, supported by 70 nonprofits and celebrities, aimed to urge France to increase its funding for international solidarity and development aid. The campaign directly challenged Emmanuel Macron to uphold France’s pledge to allocate 0.7% of its wealth to public aid for the development of the poorest countries. Join forces with other NGOs in the same battle to capture the public's attention. TEAM UP WITH NONPROFITS B
  • 35. 92% OF CONSUMERS TRUST INFLUENCERS MORE THAN ADVERTISING OR CELEBRITIES. MUSEFIND, 2016 C
  • 36. #MaintenantOnAgit for La Fondation des Femmes - 2018 #MaintenantOnAgit (#NowWeAct) is a campaign to support the fight against violence against women. In a column published in Libération, in collaboration with France Inter, 130 personalities committed to taking - and invited society as a whole to do so also - concrete action against violence against women. They also spread the message by relaying the hashtag on their social media channels. The Césars Ceremony highlighted the operation by inviting participants to wear a white ribbon. Amplify the reach of the message by having it carried by relevant personalities and by capitalizing on key events. JOIN FORCES WITH INFLUENCERS C
  • 37. FIJI One Sip Forward for The American Film Institute (AFI) - 2018 In partnership with the Fiji Water brand, AFI, an organization that promotes gender equality in Hollywood, snuck into the 2018 Golden Globes Ceremony to challenge the stars. For every picture of a star taking a sip of Fiji Water, the brand pledged to donate $1,000 to AFI. Gain visibility by being present where the cameras and eyes of the world are pointing. JOIN FORCES WITH INFLUENCERS C
  • 38. #BrutalCut for ActionAid International - 2017 To raise awareness and combat the cultural phenomenon of female genital mutilation, ActionAid called on Youtubers. Their videos were brutally by ActionAid’s awareness campaign followed by the BrutalCut hashtag. Capitalize on Youtubers' audiences to make the voice of those who do not have the means to make themselves heard, heard. JOIN FORCES WITH INFLUENCERS C
  • 39. 2 COME A LITTLE BIT CLOSER 2 HOW? MAKE IT REAL YOU TALKIN’ TO ME? JUST WHEN I THOUGHT I WAS OUT… THEY PULL ME BACK IN! A B C FACED WITH AUDIENCES WHO FEEL LESS AND LESS CONCERNED BY THE ACTION OF NGOS, IT IS NECESSARY TO REFRAME THE FIGHT. THE BEST WAY FORWARD IS TO CREATE A CONNECTION BETWEEN THE PEOPLE AND THE PROBLEM.
  • 40. 51% 58% OF FRENCH PEOPLE UNDER 30 SURVEYED FEEL VERY DISTANT FROM THE NONPROFIT WORLD. FRANCE GÉNÉROSITÉS, 2016 OF THE FRENCH NON-DONORS SURVEYED WOULD BE WILLING TO GIVE IF IT WAS A CHARITY WHOSE CAUSE AFFECTED THEM PERSONALLY OR SOMEONE IN THEIR IMMEDIATE FAMILY. L’OBS WITH RUE 89, 2009 2
  • 41. A MAKE IT REAL A
  • 42. A “AND THEREFORE IT IS PROPER TO IT TO KNOW A FORM EXISTING INDIVIDUALLY IN CORPOREAL MATTER, BUT NOT AS EXISTING IN THIS INDIVIDUAL MATTER. BUT TO KNOW WHAT IS IN INDIVIDUAL MATTER, NOT AS EXISTING IN SUCH MATTER, IS TO ABSTRACT THE FORM FROM INDIVIDUAL MATTER WHICH IS REPRESENTED BY SENSE IMAGES. THEREFORE WE MUST NEEDS SAY THAT OUR INTELLECT UNDERSTANDS MATERIAL THINGS BY ABSTRACTING FROM SENSE IMAGES.” SAINT THOMAS AQUINAS
  • 43. A1 BECOME A SEX SYMBOL A1
  • 44. The Truth Unveiled for IPRAS WomenForWomen - 2017 For Women's Day and for the first time in India, a woman victim of an acid attack revealed her scars on the set of a national television news program. She called for support and encouraged other victims to stop hiding. Turn certain victims into symbols of your cause so that they reveal the truth and make it difficult for the general public to ignore it. CREATE A SYMBOL A1
  • 45. The Refugee Nation for Amnesty International - 2016 In January 2016, the International Olympic Committee announced the creation of a refugee team for the Rio Games, a first in the competition’s history. To bring these athletes together and strengthen their team spirit, Amnesty International created an anthem and flag. The orange flag, crossed by a horizontal black stripe, is inspired by the life jackets worn by the refugees during their journey. Make projects more concrete by creating identity symbols with which the general public can identify. CREATE A SYMBOL A1
  • 46. Life Time Clock for Fürs Leben - 2014 To stop the decline in organ donations and encourage Germans to get their donor card, the Fürs Leben association introduced them to Kevin and his hourglass. The sand that flows inside the hourglass symbolizes the time Kevin has left to live. The hourglass, located in very busy places, changed location and patient after each successful transplant. Raise awareness of the urgent need to act by confronting the general public with symbols that provoke a reaction and foster commitment. A1 CREATE A SYMBOL
  • 47. Winter 08 for Fondation Abbé Pierre - 2008 The Abbé Pierre Foundation launched a campaign against inadequate housing, which used display surface area to symbolize the narrowness of the homes of the most vulnerable members of society. It is about confronting people with what living in 7 or 12 square meters can really look like. Use the communication carrier so that it is not only a medium, but also makes the message more concrete. A1 CREATE A SYMBOL
  • 48. A2 VOTED PRODUCT OF THE YEAR A2
  • 49. #SMOKLM for la Fondation du Souffle - 2018 For World No Tobacco Day, the Fondation du Souffle, in partnership with Roche Pharmaceuticals, launched an awareness campaign aimed at young people. Inspired by the unboxing trend, this campaign focuses on the immediate and directly perceptible effects of smoking rather than recalling the long-term, harmful side effects. Bypass the moral discourse by relying on a consumer trends to raise awareness. BETTING ON PRODUCTIZING A2
  • 50. I’m Sorry Flowers for Center for Women’s Rights - 2017 In 2017, the newly appointed government of Poland decided to stop funding charities providing assistance to women victim of sexual abuse. In response, the Center for Women's Rights created the "I'm Sorry Flowers”, which symbolize apologies for every act of violence, many of which can result in the death of the victim. These flowers were sent to Polish MPs and sold by florists. Materialize the consequences of a political decision. BETTING ON PRODUCTIZING A2
  • 51. Writing Our Rights for Ignite - 2017 Convinced that leadership initiation is as fundamental for girls as learning to write, Ignite published a writing book featuring the words of great female politicians. Capitalize on tools already used to easily convey the message to the target. BETTING ON PRODUCTIZING A2
  • 52. Socks Trust: Give Socks Not Dogs for Dogs Trust - 2016 Given the large number of puppies gifted at Christmas and quickly abandoned after, the Dogs Trust charity recommended choosing gifts requiring less attention and therefore less likely to be returned: socks. The charity changed its name to Socks Trust and released a collection of festive socks representing these abandoned puppies. Propose a concrete alternative to the general public so they can reconsider the decisions most usually taken. BETTING ON PRODUCTIZING A2
  • 53. B YOU TALKIN’ TO ME? B
  • 54. ONLY 58% THE LAW OF PROXIMITY OF THE FRENCH UNDER 30 SURVEYED CARE ABOUT THE CAUSES CURRENTLY ADDRESSED BY CHARITIES AND NONPROFIT ORGANIZATIONS FRANCE GÉNÉROSITÉS, 2016 LAW OF JOURNALISTIC PRACTICE THAT DICTATES THAT THE MORE DISTANT A READER IS FROM A NEWS STORY, THE LESS ATTENTION THEY GIVES TO IT B
  • 55. Oceans of the Future for Greenpeace - 2018 To warn about the state and future of our oceans if nothing changes, Greenpeace unveiled a striking exhibition in an aquarium, diving into the oceans of tomorrow: where plastic bags have replaced fish. Transform a place that the general public knows and loves to get the message across. BRING THEM CLOSER B
  • 56. Refugees for Collectif Nation Refuge - 2017 The Collectif Nation Refuge, an organization dedicated to helping refugees, released a shocking film featuring a family trapped in a burning apartment, blocked by a wall. This situation illustrates what the refugees are going through. Transpose the situations experienced by others into our daily lives. BRING THEM CLOSER B
  • 57. 25m2 Syria for La Croix-Rouge - 2016 In Norway, the Red Cross exposed the Syrian tragedy by replacing a room in an IKEA store with an exact copy of an apartment in Damascus, Syria. Give the feeling of being in a country at war, a stronger vector of emotion than photos or videos that create a distance between the situation and the public. BRING THEM CLOSER B
  • 58. Most Shocking Second a Day video for Save The Children - 2014 To raise awareness among the English about the living conditions of children in countries at war, often distant, Save The Children imagined what the peaceful daily life of a London child would become if a war struck England. Transpose the harsh conditions experienced by others onto our daily lives for greater impact. B BRING THEM CLOSER
  • 59. C JUST WHEN I THOUGHT I WAS OUT... THEY PULL ME BACK IN C
  • 60. 65% OF CONSUMERS SURVEYED SAY THAT AN INTERACTIVE EXPERIENCE WITH A BRAND ALLOWS THEM TO BETTER UNDERSTAND THE USEFULNESS OF ITS PRODUCT/SERVICE. BCEX | BOBCAR MEDIA, 2017 C
  • 61. C1 TRY IT, YOU’LL LOVE IT C1
  • 62. Laurence’s Secret for Addict Aide - 2018 For a month, Addict Aide hosted an escape game in the reality and daily life of a chronic alcoholic woman, aiming to illustrate how easy it is to miss the signs of addiction in a loved one. Immerse the public in the intimacy of beneficiaries to create a proximity that allows people to observe and learn about their daily lives. OFFER AN EXPERIENCE C1
  • 63. Stop the Horror for Go Gentle Australia - 2018 On the eve of a vote on the legalization of euthanasia, Go Gentle Australia released a terrifying spot showing the end of a terminally ill patient's life, which can be stopped at the press of a "Stop the Horror" button at the bottom right of the screen. A petition pops up inviting us to really put an end to the horror. Put the public in a compassionate position by immersing them in the unfiltered pain of a patient, forcing them to take a stand. OFFER AN EXPERIENCE C1
  • 64. Playing Dates for Save The Children - 2017 To educate adults about the dangers of the Internet, Save The Children tricked adults. After chatting with them on social networks and setting up a date, these adults discover on arrival that the person they thought they were talking to is quite different from what they expected. Swap roles so that the public realizes that even it can be deceived. OFFER AN EXPERIENCE C1
  • 66. INVOLVE C2 #MélaniePeutLeFaire for UNAPEI - 2017 To make mentally disabled people visible and integrate them into society, UNAPEI helped Mélanie, who has Down's Syndrome, make her dream come true. The @MélaniePeutLeFaire (@MelanieCanDoIt) Facebook page was created to get 100,000 likes and draw media attention to her project to present the weather forecast on television. Involve the public by giving it an important role in carrying out the operation.
  • 67. The Quest for Knowledge for NORAD - 2017 The Norwegian Agency for Development and Cooperation launched an interactive game to raise interest and understanding among young Norwegians about the role and use of humanitarian aid funds. Adopt a recreational approach to explain your actions to potential future donors. INVOLVE C2
  • 68. Ice Bucket Challenge for ALS Association - 2014 The ALS Association managed to transform a challenge between friends, which consisted of filming themselves pouring a bucket of ice water over their heads and daring someone else to do the same, into a global event at the service of the fight against amyotrophic lateral sclerosis. The Ice Bucket Challenge brought all audiences together, from the anonymous to celebrities. With $100M in funds raised, the phenomenon has also contributed to the notoriety of a little-known disease. Rely on simple, accessible and shareable initiatives to encourage participation. C2 INVOLVE
  • 69. 3 HIT HOME 3 HOW? BEAUTY WILL SAVE THE WORLD THE TRUMAN SHOW LUKE, I AM YOUR FATHER YOU THINK THAT’S FUNNY? A B C D TODAY, WE HAVE TO SPEAK TO PEOPLE BASED ON WHO THEY ARE. THE STRONGER THE EMOTION FELT, THE MORE THE MESSAGE WILL HIT HOME.
  • 70. 3 x2 THE SUCCESS OF A CAMPAIGN CAN BE ATTRIBUTED TWICE AS MUCH TO ITS EMOTIONAL CONTENT THAN ITS RATIONAL CONTENT. BRAND IMMORTALITY BY PRINGLE & FIELD, 2009 THE STRONGER THE EMOTION GENERATED, THE BETTER THE MEMORIZATION OF THE CONTENT. AOL AND ILIGO, 2018
  • 71. A BEAUTY WILL SAVE THE WORLDA
  • 72. ONLY 26% OF FRENCH RESPONDENTS BELIEVE THAT THE STORIES CAMPAIGNS TELL ARE GETTING MORE INTERESTING. KANTAR TNS, 2018 THE HUMAN BRAIN RETAINS 80% OF AN IMAGE VERSUS 20% OF A TEXT. INFLUENCIA, 2015 80% A
  • 73. SickKids VS for SickKids Foundation - 2018 The SickKids Foundation showcases the many battles being waged by children, parents and employees around the SickKids Foundation. By adopting an inclusive approach, the foundation hopes to convince people to donate. Mimic advertising codes used by major lifestyle brands. USE CRAFT A
  • 74. #ChangeonsDeRegard for Burns and Smiles - 2018 With "Cinéma," the sequel to the “Halloween” film, the Burns and Smiles association presents another moment in the life of this fire victim. The film shows how the consideration of others and self-acceptance can break the cycle of loneliness. Adopt a tone and perspective akin to reporting to build trust with the audience. USE CRAFT A
  • 75. #ShutUpDeath for Médecins du Monde - 2017 A Médecins du Monde campaign to inform the public about the extent of its actions abroad. Use a documentary aesthetic and a subjective point of view to immerse the audience in your cause. USE CRAFT A
  • 76. Your Signature Is More Powerful Than You Think for Amnesty International - 2008 In order to raise awareness and mobilize everyone, Amnesty International France highlighted its key mode of action, which fights against violations of freedom of conscience and expression: signatures. Embody your cause fully using graphic design. USE CRAFT A
  • 77. B THE TRUMAN SHOW B
  • 78. 48% OF CONSUMERS SURVEYED SAY THEY DO NOT LIKE ADVERTISING BECAUSE IT LACKS REALISTIC SCENARIOS. CLUTCH, 2018 B
  • 79. A Board Game for l’Observatoire des inégalités - 2017 Two weeks before the French presidential elections, the Observatoire des inégalités wanted to bring new visibility to the fight against inequality. It shows the inequalities that exist in France today in an original way: by observing children playing a famous board game, but adding more realistic rules. Use children's eyes to denounce inequalities to which adults seem to have become accustomed. USE SOCIAL EXPERIMENTS B
  • 80. For 1 Look for Depaul - 2015 Depaul organized a live experience to make people realize that we pay more attention to animals than to homeless people on the street, thus changing the way we look at the homeless. For one day, a homeless person and a dog stayed in the same location and each glance at one and/or the other was counted using a hidden camera. Build your rhetoric on a proven record of experience. B USE SOCIAL EXPERIMENTS
  • 81. 10 Hours of Walking in NYC as a Woman for Hollaback - 2014 To denounce the harassment of women on the streets of New York, Hollaback asked an actress to walk for ten hours in various parts of Manhattan, filming herself with a hidden camera. Show the reality of a context through a real experience that can be shared. B USE SOCIAL EXPERIMENTS
  • 82. C LUKE, I AM YOUR FATHER C
  • 83. PSYCHOEVOLUTIONARY THEORY SURPRISE IS AN EMOTION THAT HAS THE UNIQUE ABILITY TO HEIGHTEN OTHER EMOTIONS. WHEN YOU'RE SURPRISED AND HAPPY, YOU'RE EUPHORIC. ROBERT PLUTCHIK, PSYCHOLOGIST C
  • 84. Unsilenced for La Parole aux sourds - 2018 La Parole aux sourds wants to give voice to the deaf with a campaign that highlights the emotions they may feel on a daily basis, as well as society’s general lack of understanding of the condition. Resort to aesthetics and the unexpected to give more resonance to your cause. LEVERAGE SURPRISE C
  • 85. #TooLatergram for WWF - 2018 In order to raise awareness about the damage caused by pollution, WWF asked Instagram influencers to publish photos of formerly idyllic places that are now completely polluted. Use the visual trends popular on social networks to catch the attention of Internet users. LEVERAGE SURPRISE C
  • 86. Evan for Sandy Hook Promise - 2016 Founded after the 2012 shooting in an American school, Sandy Hook Promise’s mission is to make the American public aware of the warning signs of an act of violence among at-risk teenagers. With this film, the association invites everyone to keep an eye out for the warning signs. Use the foreground and background shots of the film to tell two different stories. LEVERAGE SURPRISE C
  • 87. The Pasta Necklace for Secours populaire - 2002 To remind us that misery is still a topical issue, and that every day in France two million people don't have enough to eat, Secours Populaire created a film portraying simple family joys, but with an unexpected twist. Distort a happy situation that most families experience at least once. C LEVERAGE SURPRISE
  • 88. D YOU THINK THAT’S FUNNY? D
  • 89. 48% OF CONSUMERS SURVEYED CONSIDER HUMOR TO BE THE MOST IMPACTFUL ELEMENT IN A COMMERCIAL. KANTAR TNS, 2017 D
  • 90. Cansa Testi-Monials for Cansa - 2017 When diagnosed early enough, testicular cancer is easily curable. To break the taboo and encourage men to talk and regularly have their testicles checked by their physician, Cansa gave them a voice. Use avatars to avoid potential embarrassment. USE HUMOR D
  • 91. Be the Guy for Be the Match - 2017 Be the match was looking to recruit new bone marrow donors among adults ages 18-24. It launched a mobile campaign in the form of a series of short films demonstrating that becoming a donor in no way interferes with daily habits. Opt for short formats that use humor and absurdity. USE HUMOR D
  • 92. El placer de no tener cáncer for the Colombian League Against Cancer - 2017 To raise awareness among men about the prevention of testicular cancer, the Colombian Cancer League makes fun of a typical male habit. Draw inspiration from a target-specific insight to best raise awareness of the message. USE HUMOR D
  • 93. L’ennui for Jaccede - 2017 For World Disability Day, Jaccede promoted its dedicated platform on which it lists places accessible to people with reduced mobility. It presented a humorous film that also conveys a positive image of people with disabilities. Use self-deprecating humor to dedramatize the message. USE HUMOR D
  • 94. Avoid Gossip at Work, Hire a Blind Person for Norges Blindeforbund - 2011 The Norwegian Association for the Blind managed to speak out for their cause with humor. It aimed to prove that blindness, in certain circumstances, is a great asset. Use derision to inspire sympathy and closeness to cause. D USE HUMOR
  • 95. 4 CRASH THE PARTY 4 HOW? BECOME HACKTIVIST SILENCE… WE’RE RICKROLLING BE THE FAKE NEWS GEEK IS THE NEW CHIC A B C D TO STAND OUT FROM THE MULTITUDE OF MESSAGES SENT OUT EVERY DAY, NO TOUCHPOINT SHOULD BE NEGLECTED, EVEN THE MOST UNEXPECTED ONES. BREAK INTO PEOPLE'S DAILY LIVES!
  • 96. 4 600 98% THE NUMBER OF MESSAGES CONSUMERS ARE EXPOSED T O EACH DAY, OF WHICH ONLY 30-80 ARE RECEIVED. PUBLICITOR BY DE BAYNAST & LENDREVIE, 2014 OF FRENCH RESPONDENTS CONSIDER BRAND COMMUNICATIONS INVASIVE. KEEP CALM, 2018
  • 98. 88% FRENCH PEOPLE FOLLOW THE NEWS DAILY, MAINLY THANKS TO DIGITAL AND TELEVISION. DENTSU AEGIS NETWORK, 2018 A
  • 99. No Day off for Horror for Emmaüs - 2017 During the summer holidays, the French are on vacation but the news does not take a break. Every summer, the better conditions at sea contribute to an increase in the number of migrations and the probability of new tragedies. To make sure no one forgets this, Emmaus decided to act with a film that reminds us of our freedom to move. Prevent the topic from being forgotten during slow periods, like the holidays. HACK THE NEWS A
  • 100. #20minutesofaction4change for White Ribbon - 2017 As a result of a father reducing to "20 minutes of action" the sexual assault her son is guilty of, the White Ribbon movement launched a campaign hijacking this sentence to encourage fathers to better educate their sons when it comes to respect for women. Turning reprehensible comments into positive speaking opportunities. HACK THE NEWS A
  • 101. Je ne supporte pas les bleus for Elle’s imagine’nt - 2016 Over the duration of the Euro, an average of 10 women were beaten to death by their partners in France. The organization Elle's Imagine'nt took action during this major event to denounce domestic violence, raise awareness and collect donations via the campaign: « Je ne supporte pas les bleus » Catch the public off guard by stating radically different opinion (at first sight) than the crowd’s. HACK THE NEWS A
  • 102. The Marathon Walker for Water for Africa - 2015 A woman ran the Paris Marathon with a jug of water on her head as a stunt campaign for Water for Africa on the occasion of the famous Paris sporting event. It aimed to draw attention to the lack of access to safe drinking water in Africa and to show that women travel miles every day to get it. Show how an exception for some, is part of everyday life for others. A HACK THE NEWS
  • 104. "THE BEST STORIES DON’T TEACH PEOPLE ANYTHING NEW. INSTEAD, THE BEST STORIES AGREE WITH WHAT THE AUDIENCE ALREADY BELIEVES AND MAKES THE MEMBERS OF THE AUDIENCE FEEL SMART AND SECURE WHEN REMINDED HOW RIGHT THEY WERE IN THE FIRST PLACE.” ALL MARKETERS ARE LIARS PAR SETH GODIN, 2005 B
  • 105. Tu seras un homme mon fils for Fondation des Femmes - 2018 After #MaintenantOnAgit, the Fondation des Femmes launched a new campaign. Inspired by Rudyard Kipling’s poem, the film shows men with their sons in their everyday life to underline the fundamental role they play in their son’s education on gender equality. Use artwork known by your target audience and adapt it to the present context to convey new messages. HACK CULTURAL REFERENCES A
  • 106. #PasDeSanteSansToit for Médecins du Monde - 2018 When the winter truce ends, thousands of people will be sent a eviction notice. Médecins du Monde wanted to put those who have the power to change things in their shoes. A non-expulsion notice was sent to the President and members of the government to remind them of their responsibility: to guarantee access to decent housing and medical treatment for all those who do not have it. Use an administrative symbol at the heart of current political events to catch the attention of elected officials. HACK CULTURAL REFERENCES B
  • 107. The Immunity Charm for The Afghan Ministry of Public Health - 2017 Afghanistan is one of the countries with the highest infant mortality rate, partly linked to its low immunization rate. To help medical services keep track of vaccines and renewals, by avoiding the use of paper documents that are difficult for mothers to understand and easily lost, doctors use the bracelets given at birth to protect children from bad luck. Use important, identifiable objects to get people's attention. HACK CULTURAL REFERENCES B
  • 108. Footnote for the Breast for Medcare Women and Children’s Hospital - 2017 In the midst of rapid development, the Middle East is modernizing but also maintains very conservative religious values, backed by a real taboo around discussing women's bodies. To encourage women to have their breasts checked regularly and thus prevent cancer, Medcare Women and Children's Hospital has managed to get the message across discreetly. Meddle in the habits of the people you are addressing to capture their attention. HACK CULTURAL REFERENCES B
  • 109. Stayin’ Alive for British Heart Foundation - 2012 In the UK, the British Heart Foundation, campaigning for the promotion of a simplified version of CPR (without rescue breath or counting) found the solution for emergency response to a heart attack victim. After calling 911, do CPR following the rhythm of “Stayin’ Alive” by the Bee Gees. Use mnemonic devices to transform a cultural reference into a reminder of a message or cause. B HACK CULTURAL REFERENCES
  • 110. C BE THE FAKE NEWS C
  • 111. 89% OF FRENCH RESPONDENTS SAY THEY TAKE ADVANTAGE OF THE ADVERTISING BREAK TO DO AN ACTIVITY THAT REQUIRES CHANGING ROOMS. OPINIONWAY FOR SYNC, 2017 C
  • 112. #StopThisMovie for FIDH - 2017 Since the re-election of President Pierre Nkurunziza in 2015, the country has been going through a period of unprecedented violence, leaning towards genocide. To alert international opinion, the International Federation for Human Rights released the trailer for a film that is gradually becoming a reality and called for action to stop the film. Capture public attention the same way blockbusters do using film techniques. HACK THE MEDIA C
  • 113. The Truth-Revealing Banners for Amnesty International - 2017 Amnesty International uses Youtube banners to spread the truth. On the videos of various dictators, a Youtube banner is displayed, taking the form of subtitles. These subtitles reveal the truth behind the dictators' official statements. Use digital advertising formats to surprise Internet users and to give precise context to the message. HACK THE MEDIA C
  • 114. The Safety Jingle for PEVR - 2016 While radio presenters ask their listeners on average 46 times a day to call them, send an SMS or react on Facebook, 80% of people listen to the radio in their car. The nonprofit Parents d'Enfants Victimes de la Route provides radio presenters with a tool to remind people of the danger of using the telephone while driving. Choose the most appropriate medium when the target is in contact with or close to the cause. HACK THE MEDIA C
  • 115. D GEEK IS THE NEW CHIC D
  • 116. 34% 85% OF FRENCH INTERNET USERS USE AN ADBLOCKER. KANTAR TNS, 2017 OF FRENCH PEOPLE UNDER 35 SURVEYED ARE IN FAVOUR OF THE PRESENCE OF BRANDS ON SOCIAL NETWORKS TO FACILITATE INTERACTION. DISKO, 2017 D
  • 117. Fighting Cancer for Cancer@work - 2018 Cancer@Work launched an awareness campaign so that people with cancer are no longer victims of professional exclusion. To change the way people view illness in the workplace, it introduced "Fighting Cancer" as a skill on LinkedIn. Present certain hardships as a real-life experience full of lessons. HACK SOCIAL MEDIA D
  • 118. Unsafety Check for Black Lives Matter - 2017 Before Donald Trump's inauguration, Black Lives Matter wanted to start a conversation about the impact of racism in our society. It released the Mark Yourself Unsafe app based on Facebook's famous Safety Check, which lets friends know you're safe. Show the widespread sense of insecurity shared by some communities. HACK SOCIAL MEDIA D
  • 119. #APremiereVue for SOS Amitié - 2017 #APremiereVue (#AtFirstSight) is a mobile campaign that takes advantage of the hidden surfaces of videos on a Facebook news feed to reveal the distress of SOS Amitié callers. A suffering that often goes unnoticed. Highlight the gap between observed facts and reality using social media content formats. HACK SOCIAL MEDIA D
  • 120. #NoLikesForRacism for Licra - 2015 La Licra unveiled its new campaign, #NoLikesForRacism, on Facebook. This mobile video campaign, based on Facebook's "like," aims to get young people to fight ordinary racism on the Internet. Hijack social network codes to prompt Internet users to display their dissatisfaction with broadcast content and comments. D HACK SOCIAL MEDIA
  • 122. Orizon for Greenpeace - 2018 The day after the opening of the Cop23, Greenpeace denounced "the cynicism of corporations and the hypocrisy of States whose actions do not live up to the commitments made at the Cop21." Entitled Orizon, this campaign features a fake real estate agency that has adopted a "predictive real estate" approach. It simulates sea-level rise to figure out which properties will seafront in a few decades. Combine predictive analysis and dystopic narrative to shock and educate the general public. DATA FOR NONPROFITS
  • 123. Game Chaingers for Unicef - 2018 Unicef carried out the first humanitarian fundraising campaign using a cryptocurrency. By calling not on your money, but on your computer with a graphic card, the fundraising campaign targets a new category of donors. Adapt the fundraising method to the donor category. RAISING FUNDS USING CRYPTOCURRENCIES
  • 124. Contact : Emmanuel Anjembe Head of Strategy & New Business emmanuel.anjembe@tbwa-corporate.com +33 1 49 09 26 48 ERCI