World Vision: 40 Hour Famine – Raise the Stakes

Summary

The 2009 40 Hour Famine campaign would launch when support for charities was plummeting due to the recession. With the global food crisis in full swing, World Vision needed the funds raised from the Famine more than ever. They literally couldn’t afford to let the trend of declining donations continue.The Famine was rejuvenated by connecting with youth and focusing on what would really motivate them to take part and raise money – encouraging participants to design their own 40-hour challenge with an emphasis on competitiveness and fun.

Business Challenge

In 2009, the Famine would launch in the midst of one of the worst economic recessions the world had seen. Given that consumers generally give less money to charity during a recession, the advertising would have to work very hard indeed.

Campaign Objectives