SOS Children's Villages Sweden: Guilt Trip Sunday

This case study explains how SOS Children's Villages, a charity that works with orphaned children living in poverty, used a series of photographs to connect with Swedish people on Mother's Day and increase donations.

Advertiser: SOS Children's Villages SwedenAgency: RiverCountry: Sweden

Objectives

SOS Children’s Villages is a strong brand in Sweden but had lagged behind in the social arena.

The brand objective was to create a high talk value campaign that placed the brand, its representatives and its core topics on the agenda; mainly in the media.

The business objective was to generate more donations than the campaign used for previous year’s Mother’s Day; with a smaller investment.

The internal objective was to create a digitally centered campaign that paved the path for future social activations.

Strategy

The Situation...

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