Sebastian Kainz
Креативный директор at DDB Wien
Wien, Austria
ЗаголовокCitylight
Агентство
Кампания Licht Ins Dunkel - Licht Ins Dunkel
Рекламодатель Licht Ins Dunkel
Бренд ORF Humanitarian Broadcast
PostedМай 2008
Бизнес сектор Информированность о расовых / этнических / связанных с меньшинствами вопросов / проблем инвалидности
История Briefly describe the primary product or service.
“Licht ins Dunkel” (Light into the Dark) is one of Austria’s biggest
humanitarian initiatives. IT COLLECTS DONATIONS FOR THE BENEFIT of
physically and/or mentally HANDICAPPED CHILDREN. An additional task
of the advertising was to make people aware of the importance of
integration.
философия To remind people of their continued aid over the last 35 years, we
decided to show them what their donations have produced.
SHOWING THE CHARITY'S EFFECTS: SUPPORTING DISABLED CHILDREN
GIVES THEM THEIR CHANCE TO LIVE THEIR OWN LIFE TO THE FULLEST.
Making it easy do donate for everyone by providing many donation
possibilities:(via payment forms, online, via E-Mail, via credit card.)
Marketing tactics:
The “Light into the Dark” campaign started in November 2007, with
airing focused on December, CULMINATING IN THE TRADITIONAL PEAK
AROUND CHRISTMAS..
Media:
Outdoor: billboards and urban backlit poster
TV and cinema: 2 commercials plus TV shows and events
Online: lichtinsdunkel.orf.at

Creative strategy:
Create contrast to the stereotypical images of suffering children by
focusing on the charity’s effects and how it GIVES DISABLED CHILDREN
THE CHANCE TO LIVE THEIR LIVES to the fullest.
Reminder for donating:
National billboards highlight the organization’s name and its well-known
claim:
“Licht ins Dunkel” means “Light into the Dark” and “Ist da jemand?”
translates to “Is anybody out there?”
Also TV shows, events and celebrities to help keep donations flowing.
Проблема “Light into the Dark” has been collecting donations to help handicapped
children for the past 35 years.
But more and more local and international organizations are now asking
for financial support and are counting on people’s willingness to donate.
Their collections for social issues, animal welfare, refugee relief as well as acute crises make fundraising for “Light into the Dark” an annual
challenge.

Two main tasks were identified:
> Raise AWARENESS: INTEGRATING A DISABLED PERSON INTO SOCIETY
should be something self-evident
> Raise THE WILLINGNESS TO DONATE: every donation – as little as it
may be – adds up and helps the organization support handicapped
children
Результат The campaign raised MORE THAN € 9,000,000, which AMOUNTS TO
MORE THAN € 1 FOR EVERY SINGLE AUSTRIAN (calculated on total
population) up to 31st March 2008.
That makes “Light into the Dark” one of the most successful donation
campaigns ever run in Austria. It is particularly noteworthy that
fundraising has been maintained at a high level for 35 years
Тип медиа На открытом воздухе / вне дома
Рынок Austria
Креативный директор
Концепция
Креативный директор
Концепция
Арт-директор
Графический дизайнер
Графический дизайнер
Продюсер агентства
Копирайтер
Копирайтер

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