Long story short
Our project with Folkekirkens Nødhjælp (DanChurchAid) revolves around the idea of sharing with those who need it most, and addresses the Danish population about more serious moral questions. Folkekirkens Nødhjælp is a charity organisation which aims to improve the lives of the poorest people in the world, and our goal was to bring attention to their life-changing cause by developing a captivating and offensive visual campaign with considerable shareability.
AM wanted to showcase Folkekirkens Nødhjælp’s position as generous front-runners in the Danish non-profit fundraising community. We believe in their cause and wanted to help them develop a recognizable and provocative campaign which would emphasize a more humanitarian approach to “sharing”. The aim with the graphic design for the campaign was to capture the hypocrisy surrounding how willing we are to share our daily life on social platforms, but not necessarily when it really matters — as when dealing with the world’s poorest. We wanted to capture the attention of potential volunteer fundraising contributors, as well as cast light on the harsh realities of the world.
The project included the development of a visual campaign, focusing on sharing with the world’s poorest, whilst also having a sharable quality in itself. The outcome included a strong graphic design, printed materials, web design, and a call-to-action tone-of-voice. The idea was to focus on the word DEL (share) and invert the modern social media share-mentality by focusing on a much more humanitarian approach. The design was then focused on capturing one’s attention by addressing the modern sharing-mentality in us, only to inform us about more important actions we could take.