Support that works and makes a difference.
Challenge
In a world marked by natural disasters, wars and global poverty, the demands on humanitarian organisations such as CARE are increasing. More and more people are dependent on life-saving aid. But despite a growing willingness to donate, many donors
are faced with the question: ‘What does my donation actually achieve?’ This leads to a trust barrier that must be overcome.
The new CARE campaign aims not only to make the impact of donations tangible, but also to create a positive narrative. Following the ‘Give up!’ campaign, the focus was now on bringing joy and hope to the fore – without downplaying the urgency of the aid. This was a balancing act that required both empathy and credibility.
The aim of the campaign is to show that CARE's aid is guaranteed to reach those who need it, thereby building emotional connections with donors through images that convey the hope of a new beginning.
CARE package: Giving hope in global crises
Solution
The ‘Arrived’ campaign builds on the emotional potential of its predecessor, ‘Aufgeben!’ (‘Give up!’), but turns the perspective around: instead of focusing on the urgency of the problems, we highlight the positive effects of CARE's aid. The central message – help arrives, hope emerges – was conveyed through emotional imagery and stories of people whose lives took a new direction thanks to donated CARE-Pakete® parcels.
The CARE package® has been established as a tangible symbol of effective aid. It stands for hope that, thanks to donations, reliably reaches those who need it.
The campaign was implemented using a cross-channel approach, with TV and radio spots as well as online and social media advertising accompanying the OOH campaign.
‘With our ‘Arrived!’ campaign, we want to show what every donation to CARE actually achieves – that help arrives and makes a difference. A CARE-Paket® means more than just support – it gives hope, a future and the certainty that you are not alone in times of need. Thanks to the commitment of our many donors, we are able to change lives and uphold humanity.’
Managing Director
CARE Österreich
‘In the previous campaign, we communicated that there is an effective remedy for giving up hope – namely, giving up a CARE package®, which supports people in need worldwide. In the current follow-up campaign, we are now showing people who no longer face seemingly insurmountable challenges, but rather hopeful new beginnings – made possible by CARE aid from donors, which is guaranteed to arrive.’
Geschäftsführer Kreation
Wien Nord Serviceplan
