It is comforting to know that somebody cares about you
Client: SOS Children's Village
Role: Creative director, strategist
Agency: Optimist
Production: Moonwalker Film
Year: 2021
Authentic narratives possess the ability to stir our emotions. SOS Children's Village donation campaign unveiled unfiltered and heartfelt thoughts from people who experienced childhood without parental care. We used their original writings found in their past correspondence and diaries.
The face of our campaign was one of these individuals, who eventually rose to become the director of an orphanage. Without SOS Children's Village and the backing of its supporters, this young life might have gone to waste. Like so many others.
Some days, you still find yourself thinking about how you deserved this.
Besides giving birth to me, my mother didn't give me anything.
Results: Although the campaign budget was very limited, SOS Children's Village managed to regain the belief that, even after 25 years of operation, they could still stop people and make them listen.
The campaign generated numerous discussions in the country. Compared to the previous year, the campaign was 254% more effective (ROI). A total of 206,321 euros were donated in just one month. The average recurring donation (subscription) amount increased by 293%. This was a significant help to SOS Children's Village also in the subsequent periods.