Did you know that generous donations of goods will end up in landfill during times of emergency? This is a serious problem that the World Food Programme has chosen to address through an engaging and interactive website.
Making the message memorable
The challenge was to change behaviours in a way that made the message stick and was shareable. Although disaster relief happens in serious times we chose to inform and enlighten in a way that wouldn’t create stress or guilt to those that had previously provided goods. Taking people on a journey using animation, interactivity and providing a calculator to see the benefits of cash helps people to understand the consequences of their actions and makes it easier for people to share the key message – Donate Responsibly.
To help get Donate Responsibly out into the world we created social cards, ads and gifs to intrigue and entice audiences to learn more. By using attention-grabbing imagery and asking shocking questions like, ‘Can you believe someone actually sent a chandelier to help after a natural disaster?’ we’re helping to get people curious about where their generosity ends up.