Texting For Relief

Rebuild Haiti Ad Campaign

Traditionally, charity campaigns conducted to raise funds for disaster relief are geared this way: show the disaster itself or one of the many disturbing scenes stemming from the disaster, and then ask for donations. In order to stand out amongst the bulk of images and messages from competing organizations, another approach must be taken; that’s precisely what Denmark-based ad agency BBDO recently did.

Instead of showing the death and destruction caused by the recent events in Haiti, BBDO based the campaign around a display of the positive effect money can have on the situation. This ad campaign, done for the Danish People’s Aid, a charity organization currently constructing new homes in Haiti, shows a house built out of cell phones; a representation/symbol of the difference that thousands of text message donations  can have in the lives of Haitians struggling today.

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