This AMR Donation Campaign Communicates Through Cash
Amelia Roblin — October 7, 2011 — Marketing
References: new360.br & adsoftheworld
One way to help those in need is to support the people experienced in that field, and this AMR donation campaign reminds the public of this connection made through cash. The three prints appeal for awareness and generosity with the hope of aiding children with Celebral Palsy.
The New360 advertising agency of Brazil took a clear approach to communicating the charity's request. The ads speak to people who may otherwise have little clue of how to help, but are here presented with the cause and a one-step course of action.
But it isn't so plain a message, since each handful of folded bills (most likely representing crumpled pocket change) has been arranged in such a way that reads a literal phrase. "We trust in you," "Don't give up" and "Believe" add a sentimental side to the AMR donation campaign.
The New360 advertising agency of Brazil took a clear approach to communicating the charity's request. The ads speak to people who may otherwise have little clue of how to help, but are here presented with the cause and a one-step course of action.
But it isn't so plain a message, since each handful of folded bills (most likely representing crumpled pocket change) has been arranged in such a way that reads a literal phrase. "We trust in you," "Don't give up" and "Believe" add a sentimental side to the AMR donation campaign.
Trend Themes
1. Direct Donation Messaging - Opportunities for disruptive innovation exist in creating unique and impactful ways to communicate donation requests to the public.
2. Creative Fundraising Tactics - Disruptive innovation can be found in developing unconventional methods for raising funds, such as using unusual materials like pleated notes for campaigns.
3. Accessible Support for Children with Cerebral Palsy - There is potential for disruptive innovation in creating more accessible and effective support systems for children with cerebral palsy.
Industry Implications
1. Advertising - The advertising industry can benefit from finding new ways to creatively communicate donation requests, like the use of folded bills in ads.
2. Non-profit/charity - The non-profit/charity industry can explore disruptive innovation in fundraising tactics, such as using unique materials like pleated notes to attract attention and generate donations.
3. Healthcare - The healthcare industry can find disruptive innovation opportunities by developing more accessible and effective support systems for children with cerebral palsy.
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