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CARE Nederland
IWD
Campaign
CARE is a humanitarian agency that delivers emergency relief and gives communities
across the globe the support they need; saving lives, fighting social injustice and global poverty.
✳︎ ✳︎ ✳︎ ✳︎
Just One More
The mission
Develop a PR-worthy campaign that will generate sustained private donations from a Millennial and Gen X audience, for humanitarian efforts leading up to International Women's Day on March 8th, and beyond.
Develop a PR-worthy campaign that will generate sustained private donations from a Millennial and Gen X audience, for humanitarian efforts leading up to International Women's Day on March 8th, and beyond.
The solution
The hard truth is that alcohol and violence can and often do go hand-in-hand – but they don’t have to. To combat this mentality, we will meet thetarget audience (men) in their own space and on their terms, to bring awareness to systematic issues worldwide.
The executionJust One More is a call to action, reminding consumers of the threat of alcohol induced violence towards women, by placing a stark warning label on beer bottles. In addition, a *13% cut (pay gap total) of any product sold during the month of March, would go directly to CARE’s efforts.
Translation to different channels
Social & Television Ads
Short-form video content explaining the reasons behind the campaign and why it’s needed – featuring statistics and common excuses people use to blame alcohol for their behaviour.
Short-form video content explaining the reasons behind the campaign and why it’s needed – featuring statistics and common excuses people use to blame alcohol for their behaviour.
Inside Bars & Pubs
The majority of older men drinking outside of their homes are found in these spaces, so we’ll place posters spreading awareness of CARE and the campaign here, so they can’t be ignored.
The majority of older men drinking outside of their homes are found in these spaces, so we’ll place posters spreading awareness of CARE and the campaign here, so they can’t be ignored.
Pilsjes en Praatjes
A safe space for men to talk about their own experiences with violence or alcohol abuse, to learn how alcohol and violence can influence one another and how to combat the issue via a series of workshops.
A safe space for men to talk about their own experiences with violence or alcohol abuse, to learn how alcohol and violence can influence one another and how to combat the issue via a series of workshops.
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#paythegap
The mission
Develop a PR-worthy campaign that will generate sustained private donations from a Millennial and Gen X audience, for humanitarian efforts leading up to International Women's Day on March 8th, and beyond.
The solution
The pay gap between men and women is as relevant as ever. In the Netherlands, it amounts to a 13% pay loss for women, but a percentage is hard for most people to visualise. This campaign puts the gap into context, in everyday spaces by asking people to pay the gap forward.
The pay gap between men and women is as relevant as ever. In the Netherlands, it amounts to a 13% pay loss for women, but a percentage is hard for most people to visualise. This campaign puts the gap into context, in everyday spaces by asking people to pay the gap forward.
The execution
Popular grocers and brands from across the Netherlands will help to highlight the gap. How do people pay the gap forward? Easily! A message appears at digital and physical payment points, enticing buyers to donate up to *13% of their total to CAREs’ International Women’s Day campaign.
Popular grocers and brands from across the Netherlands will help to highlight the gap. How do people pay the gap forward? Easily! A message appears at digital and physical payment points, enticing buyers to donate up to *13% of their total to CAREs’ International Women’s Day campaign.
joined to #paythegap
Translation to different channels
Social, online ads & stickers
Running social ads & challenging other brands to support the campaign, as well as creating fun, shareable stickers to ‘prove’ you’ve paid the gap.
Running social ads & challenging other brands to support the campaign, as well as creating fun, shareable stickers to ‘prove’ you’ve paid the gap.
Brand channels
Pitch the collaborating brands to share the campaign on their own socials, and share a suite of custom content with them.
Pitch the collaborating brands to share the campaign on their own socials, and share a suite of custom content with them.
#paythegap ambassador
Appointing independent members of the public as ambassadors to support us in getting the word out, as they attend and lead relevant talks and lend the campaign a recognisable face.
Appointing independent members of the public as ambassadors to support us in getting the word out, as they attend and lead relevant talks and lend the campaign a recognisable face.
CD: Richard van Horssen
Creative: Aiyana Zammit
Mock-Up Designer: Mariia Romanchenko
Project Manager: Sabine Hermans
Creative: Aiyana Zammit
Mock-Up Designer: Mariia Romanchenko
Project Manager: Sabine Hermans
Year: 2022
Campaign Type: Digital & Traditional
Campaign Type: Digital & Traditional
© the concepts could not be realised due to client/internal issues. all concepts listed are mine, unless stated otherwise ©