Amnesty International’s local branch wanted to try new directions for its approach to fundraising, on which their funding is 100% dependent.
The NGO wanted to experiment a more modern and digital method to follow up on historic actions such as the sale of their iconic candles. At the same time, it was necessary to open up the donor group profile to a younger and more urban audience.
The agency convinced the NGO to try a full digital experience by carrying out a campaign aimed at the social networks that exploits the theme of the various “futile” subscriptions that each of us take out on a regular basis and putting it into perspective with the possibility of taking out a subscription for a fairer world. This campaign has been replicated in banners and broadcasted with our in house RTB tool, but also in posters on the doors of the parking lifts throughout the city.
Amnesty International Luxembourg has paved the way for a new, more digital and modern way of communicating to initiate the complete digitalization of their approach to fundraising, while at the same time setting a new tone of communication that perfectly matches the rejuvenated Tone of Voice that the NGO wanted to implement internationally.
Agency: Vous – Luxembourg