Frankfurt Food Bank: Trojan bottles

This case describes a campaign to make people aware of the help offered by the Frankfurt Food Bank, a charity initiative that distributes food to people in need who are often too embarrassed to claim benefits or simply don't know how to go about it.

Frankfurt Food Bank: Trojan bottles

Leo Burnett GmbH

SUMMARY

The situation:

More than 12m people in Germany are regarded as poor – and that number is rising.

Source: Index Mundi 2011.

http://www.indexmundi.com/de/deutschland/bevolkerungsanteil_unter_armutsgrenze.html

(Source is referring to the CIA World Factbook - Version March, 11, 2011)

Many of these people are too embarrassed to claim benefits or simply don’t know how to go about it. So they try to gather a little money to cover their most urgent needs by collecting empty bottles.

They search through rubbish bins for bottles with refundable deposits that have been carelessly thrown away.

How could...

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