Creator / originator

Advico Young & Rubicam.

Summary / objectives

HEKS is a Swiss organisation founded by the Swiss Protestant Churches. The non-profit fights against poverty and aims to give people worldwide access to important resources such as water, food and education. HEKS helps oppressed people fight for their rights. The aim is for all people to be able to live self-determined lives in dignity. HEKS works overseas as well as in Switzerland.

Background

The charity shop was created to give donors an option to buy a virtual Christmas gift, the money raised from which benefits disadvantaged people overseas and in Switzerland. The media used include website, charity shop, direct mail, posters, press advertisements and posters on public transport.

Merits

1. The campaign is the first Swiss charity shop created explicitly to look professional as well as to have very attractive web and shop design. It also is the first such shop in Switzerland that uses a certain dose of 'fun' (in an eye-twinkling way) as an added attraction: gift ideas are presented in an attractive and 'fun' way, both visually and with a catchy (but appropriate) descriptive phrase and text.
2. The shop is upfront about not actually sending actual beehives overseas, but explains that it puts the money into various funds to appropriately benefit various different groups.
3. It is one of the first fundraising tools in Switzerland created to be really attractive for potential donors and Christmas gift shoppers. It manages to beautifully ride the fine line between 'doing good' and 'looking good by/while doing good'.