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Campaign: 50 Blueprints for the Future
Client: Lebenshilfe (Life aid) for people with mental disability, Frankfurt am Main WPP company: OgilvyOne, Frankfurt
Lebenshilfe has been helping people with intellectual disabilities in Frankfurt for 50 years. In 2011, OgilvyOne worked pro bono to create a campaign to raise awareness for the charity’s anniversary and to raise donations. Instead of looking back over the past 50 years, OgilvyOne painted a vision of the future for Lebenshilfe.
OgilvyOne used Gut Hausen, a piece of land recently purchased by Lebenshilfe in the middle of Frankfurt, as the focus for the campaign. Lebenshilfe envisages Gut Hausen as a place where the future of inclusive living could become a reality. OgilvyOne worked with 11 intellectually-challenged artists who were given blueprints of Gut Hausen and asked to create 50 personal visions of the future.
The 50 blueprints were publicised around Frankfurt on posters, billboards and also mailed to selected companies asking for donations. All of these initiatives were linked to an anniversary microsite where people could look over the shoulder of the artists, order posters, make donations and learn about the work of Lebenshilfe.
The campaign raised awareness for the charity and resulted in a 43% increase in donations. With the help of OgilvyOne, €83,000 worth of free media space was attained.