文/十九

怎么募捐？

大家都對(duì)那個(gè)文案改變生活的故事耳熟能詳。一位街頭乞討的老人面前放的牌子，從“我是盲人”變成“春天來(lái)了，我卻看不到”，得到的捐款突飛猛進(jìn)。

這利用的是人們的同情心。

秘魯?shù)腡ELETON是一項(xiàng)年度募捐盛會(huì)，呼吁人們對(duì)一些肢體有障礙的孩子進(jìn)行捐助。坐著輪椅的孩子，確實(shí)也博取了大家的同情心。但慢慢的這招不好使了，同情心帶來(lái)的捐款越來(lái)越少。

那么，就讓人們?cè)诰柚鷷r(shí)，從“同情”變成“快樂(lè)”吧！TELETON把原來(lái)的輪椅，改裝成可愛(ài)的甲蟲(chóng)，傳遞了自信自強(qiáng)和快樂(lè)，也讓人們深受感染、更為慷慨。 顯然，快樂(lè)比同情更讓人們慷慨！也許這點(diǎn)洞察能對(duì)其他慈善組織有所啟發(fā)。

Brief Explanation:
We Discovered That The Formula “give Pity, Then Ask For Help” Was An Invention Of Advertising And Not A Reflection Of What The Kids Really Wanted: TO SHARE THEIR JOY, So We Needed To Change That Way Of Thinking To Reach The Goal For 2010.

Describe The Brief From The Client:
Last Year, Teleton Didn’t Reach Its Goal Of 2 Million Soles. This Year, The Challenge Was To Find The Way To Reach It.

Indication Of How Successful The Outcome Was In The Market:
The Activation And TVC Had More Than 11,000 Fans In The First 48 Hours. Plenty Of Mass Media Covered The Event An The Total Amount Of Money Raised Was 3 Million 346 Thousand 8 Soles. Teleton Surpassed The Goal By 67%, But Most Importantly, The Idea Generated A Change In Attitude In All Peruvians And From Now On, They Help With A Smile.

Advertising Agency: JWT, Lima, Peru
General Creative Director: Fernando Iyo
Creative Planning Director: Javier Grana
Art Director: Jorge Rocca
Copywriter: Juan Pablo Peschiera
General Producer: Monica Torres
Producer: Eduardo Sasco
Art Director / Artist: Koening Johnson
Artists: Merida Brothers
Photographer: Enrique Valdez
Account Manager: Alex Traugott
Account Executive: Alvaro Montufar
General Manager: Milagros Plaza
Planner: Paola Tealdo