Where status matters, real need often remains invisible.
Challenge
The Kindertraum Foundation fulfills the heartfelt wishes of seriously ill children—but in tough economic times, real needs often get overlooked. Custom-made wheelchairs, in particular, are quickly seen as luxury items. Our challenge: generate as many donations as possible with a small media budget and raise awareness of the high costs involved.
Where prestige usually stands, we showcase humanity.
Solution
Die Kampagne bricht bewusst Erwartungen: Statt neuer Automarke präsentieren wir einen Spezial-Rollstuhl im Showroom – mit allem, was dazugehört. So wird ein ungenutzter Touchpoint zum emotionalen Medienmoment. Unterstützt von TV, Print, Digital und Motorumfeldern trifft die Botschaft ins Schwarze: Maßanfertigung ist kein Luxus – sondern Notwendigkeit.
Joint implementation by Springer & Jacoby and Mediaplus Austria
Agency Partnership
The campaign was conceived, created, and implemented by Springer & Jacoby Austria, while media planning and management was handled by Mediaplus Austria.
Results
“This campaign shows how you can achieve a big impact on a small budget—by placing social issues where you don't expect them.”
Managing Partner
Mediaplus Austria
Awards
ADGAR
in the category “Social & Charitable”
VAMP Award
in the category “Best Ambient Media Campaign”
VAMP Award
in the category “Best Cross-Media Campaign”
VAMP Award
in the category “Creativity & Innovation”
