Help abandoned children
SOS Children’s Villages helps needy kids through placement in foster homes grouped in a “village”. For the renovation of the Chantevent village they needed funding.
Go for the one percent
Let’s not ask money from a broad audience, let’s target those who can really make a difference: 6 captains of industry. But how to reach them? You won’t be able to get hold of them by mail, phone or letter.
Use newspapers as a targeted direct mail
We disguised a direct mail piece as the most targeted ad ever in De Tijd/L’Echo. We were sure to reach them through those financial newspapers and we also counted on some peer pressure…
You are the 99%
We placed the ad just once. To get it noticed we took a well known language that stands out in the environment of financial newspapers: Occupy Wall Street. We turned this codes upside down giving it a positive and hopeful feel. Inviting the 6 CEO’s to contact SOS Children’s Villages in a challenging way.