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The Social Swipe

Award: Yellow Pencil

Yellow Pencil / Direct / Direct Response/Ambient / 2015

The relief organisation Misereor supports people around the world through self-help initiatives. In the fight against poverty and injustice, every euro counts, yet donations are on the decline. To increase people's willingness to give, Kolle Rebbe simplified the process by developing a donation poster that accepts credit cards. When a card is swiped through the poster, the donation becomes an interactive experience. The credit card cuts through the bound hands of an imprisoned Filipino child or slices a loaf of bread for a Peruvian family, showing that a donation of just €2 can make a huge difference. The campaign initially struck people at international airports. But it stayed with them long after, and when they received their credit card bill, donors were asked to turn their initial donation into a monthly one.

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