27.Nov.2011 Feel it! How you achieve empathy for social causes

Christmas time is the time for the non-profit organizations to reach out to the public for support. People are in the mood for giving back and more open to social issues, so amongst the many flyer from several charity organizations this one actually got my attention:

The translation of the text is:

(in handwriting) “Store this cardboard carefully. It is the only bed. For you and your little sister”

(subtext) “No bed, no home, no protection from violence and exploitation – that’s the sad reality for millions of victims of child trafficking. We can bring those children to safety. Together with you.”

Logo of Terre des hommes and their slogan “The children need us”

Link: tdh.ch

First, when you remove this cardboard from the postbox it already feels different in your hand than all the other flyer and post you have in your hand. That triggers the initial interest. When you read the text on it afterwards you actually can put yourself in the situation described.

 

The back of the cardboard has a paper glued to it with more information and a payment slip.

The orange headline reads: “Together we stop the relentless exploitation of children.”

The white text in the orange box says: “With 50 CHF you help us bring exploited children to safety.”

It may only be my opinion, but I think this campaign might just be more successful than the others.