The International Committee of the Red Cross (ICRC) has served the people of Afghanistan for 30 years. And it’s not stopping now. The NGO remains operational across the country but urgently needs people to donate and support its cause.

55% of people who engage with non-profits on social media take action. 59% of them donate money. And in the face of this humanitarian crisis, these are the people who could be encouraged and convinced to donate.

To generate much-needed support for the organization, we created a data-led film, ‘React For Real’. Inspired by the timeless expression, ‘If I had a dollar for every time…’, the film demonstrates the potential monetary value of people’s reactions on social media.
To do this, Agency conducted an intensive data analysis of social media reactions and research on real-time needs in Afghanistan for ICRC.

“Millions of people turned to social media to show their solidarity and support to the Afghan people. We wanted to show how powerful that collective concern could be on the lives of Afghans if we had a dollar for every social media post. We hope this film encourages people to support our work in Afghanistan as winter sets in and families are struggling to have the basics they need to survive,” stated Ewan Watson, head of campaigns, media relations, and content at the ICRC.

Faysal Abdul Malak, managing director of Wunderman Thompson UAE, added, “The urgency of the cause meant that the film had to be created in record time and with a bare minimum budget. However, despite the low production costs, the team used powerful imagery and statements to make a lasting impression on the viewer. We’ve proved that emotional appeal does not always have to rely on a high spend – you need a good idea, a passionate team, and a brilliant client, all of which we have in droves.”

Credits
Campaign: React For Real
Advertising Agency: Wunderman Thompson, Dubai, United Arab Emirates
Tags: Non Profit Organisation, Violence, Best nonprofit campaigns 2021, NGO, Social Media Campaign

The average salary difference between men and women is referred to as the gender pay gap. According to the Federal Statistical Office of Germany, women earn 21% less than men on average.

There is an unadjusted and adjusted pay gap. The latter takes into account the structural differences regarding the employment of men and women. For example, women are more likely to work in social, lower-paid occupations, work part-time more often and are less likely to have managerial positions.

The adjusted pay gap is 5.5%. Hence, the pay gap in Germany is vast compared to other European countries, with only Estonia and the Czech Republic having a more significant difference.

Jung von Matt/SAGA and Terre Des Femmes’s Gender Salary Experiment proves that gender plays a much bigger role than one would care to admit. In the world’s first, the non-profit organisation sent three transgender people to a job interview twice: once as a man and once as a woman. Two almost identical resumes were developed so that the “two” candidates bring the same skills and experience to the table. The interviews were filmed with hidden cameras, showing how women are treated differently than men, especially regarding their paycheck.

Credits
Campaign: Gender Salary Experiment
Advertiser: Terre Des Femmes
Agency: Jung von Matt Group
Production Company: Jung von Matt AG, Hamburg
Production Company (additional): e+p films GmbH, München
Public Relations Agency: Achtung! GmbH, Hamburg

To make this happen, 1.2 million pixels went up for sale on a website. Each pixel represented a light on the Burj Khalifa. The website also provided the option to choose variable donation amounts for different light clusters. As a result, the initiative gathered 1 million donations in 7 days. Moreover, the world’s tallest donation box became the cover story of several major media outlets across the globe. All in all, this wonderful venture gained 4.6 billion in media reach and amassed $4.7 million worth of earned media.

We believe that such campaigns reflect the true spirit of humanity. In a way, they light up the world!

This campaign is about:
Burj Khalifa, Mohammed Bin Rashid, Non-profit organisation, Mohammed Bin Rashid Al Maktoum Global Initiatives, 10 million meals, United Arab Emirates, UAE, Dubai

Cheil’s in-house team is behind the idea and design of this Good Vibes app. If you ask us, this is a great example of how the blend of ingenuity and technology can be put to use for a great cause. We believe that the Good Vibes app will bring about a new surge of positivity amongst the deaf and blind urging them to look at the bright side of life and feel the good vibrations around. One can download and use the app for free on Google Play store.

But how does it really work?
We’ll put it across in simple words for you. So, the Good Vibes app interprets the ‘short tap’ and ‘long press’ as a ‘dot’ and a ‘dash’ respectively. As the person triggers the communication through the Good Vibes app via a tap or a long press, the AI helps these responses to form letters and words. These are further communicated as different sets of vibrations which can be easily decoded and understood by a trained deaf and blind individual. We really hope and wish that the app continues to make a difference to hundreds and thousands of lives with its good vibes.

Credits –
Advertiser: Sense International India
Advertiser website: http://www.senseintindia.org/
Campaign: Good Vibes Project
Campaign Website:
Advertising Agency: Cheil Worldwide, India
Group Creative Director: Vinod Sivan
Executive Creative Director: Vijay Simha Vellanki
Copywriter: Nishith Sidana
Designer: Kailash Chandra Bhatt
Developer: Rohit Kumar
Chief Creative Officer: Sagar Prabhakar Mahabaleshwarkar

Tags:
Cheil, Cheil worldwide, Digital, Technology, UI/UX, Mobile App, Google Play store, Good Vibes app, Sense International, Non-Profit Organisation, National Training for Adult Deafblind, Deafblindness