Media: Live Activation, Social
Year: 2019
When we first sat down with the team from Hagar International to discuss how we could help them tackle the problem of modern day slavery, they asked us if we knew how much the life of a slave was worth in 2019. When they told us how little it took to buy a human life, we knew that we had to let people know about this shocking statistic.
THE BRIEF: For 25 years, anti-slavery NGO Hagar International has helped victims of slavery to heal from their experiences. Our task was to build awareness of the issue and drive donations to fund their work.
THE INSIGHT: Most people think slavery is something that lives in the past. Fact is, slavery is rampant across the world, and in real dollar terms, a slave costs less than at any time in human history. But figures and statistics are abstracts; we had to make these real to our audience, by bringing the problem into their world.
THE IDEA: A slave costs about the same as a nice meal. So, we took over a upmarket restaurant in one of the more fashionable parts of Hong Kong. When guests had finished their meal, we served them a Reality Check - a restaurant bill that showed the number of slaves they could have bought for the cost of their meal.
EXECUTION:
The Reality Check campaign centred around a guerilla activation that took place at a restaurant in Hong Kong.
Here, a specialist counsellor from Hagar went undercover as a waiter, presenting diners with their Reality Checks and explaing the organisation's work.
Diners were even brought face-to-face with the issue, introducing them to slavery survivors who were also dining in the restaurant.
Content was captured during the activation and packaged up as part of our PR outreach, with audiences directed to a campaign microsite to learn more about the issue, and donate.
It was also used at the centrepiece of Hagar's corporate fundraising events.
RESULTS:
- Donations during the one-month campaign period reached 140% of the total donations for the previous year
- Amounts pledged to Hagar were 550% of target.
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AWARDS
2019 Dragons of Asia - Black Dragon (Best Cause or Charity Marketing)
2019 Kam Fan Awards (HK) - Silver (Media)
2019 Kam Fan Awards (HK) - Bronze (Promo & Activation)
2019 Kam Fan Awards (HK) - Bronze (Direct)
2019 Spikes (Asia) - Finalist (Not for Profit)
2019 Spikes (Asia) - Finalist (Guerilla Marketing & Stunts)