Samar Charity Foundation
Small Contributions, Big Impact
Creative Strategy Case Study
September 2018
Background
The Samar Charity Foundation has dedicated itself to supporting the challenging journeys of individuals over 14 years old diagnosed with cancer. Despite their considerable impact, the foundation faced a critical challenge: the need for increased funding to continue and expand their support services. To address this, they sought a creative partnership with FCB Artgroup Tehran, aiming to transform their approach to fundraising through innovative marketing strategies.
Objectives
Boost Public Donations
Encourage more frequent and widespread public contributions.
Engage Broader Audiences
Enhance community engagement and solidarity for cancer patients.
Raise Awareness
Significantly raised the profile of the Samar Charity Foundation.
The Solution
The strategy focused on democratizing this process by breaking the contributions into smaller, manageable pieces, rather than seeking large, one-time donations.
This approach aimed to make giving more accessible to a broader audience, thereby increasing the frequency and total amount of donations.
Simplifying Donations
Demonstrating that small contributions can indeed lead to significant impacts in patients’ lives.
Maximize Engagement
Leverage creative content to engage a broader audience.
Creative Execution
The core of the campaign revolved around a powerful creative execution presented through an interactive billboard to emotionally connect with the public.
The billboard featured magnetized cards arranged to depict a bald young boy, a representation of a cancer patient.
Each card contained information on how to donate, and as people removed the cards, they unveiled a second, hopeful image of the same boy with hair, symbolizing the transformative impact of their contributions.
Digital Execution
An emotional video capturing the dynamic interaction with the billboard was created and shared on social media. emphasizing that even minimal donations can significantly improve lives. This visual metaphor powerfully conveyed the campaign’s message:
Small help can lead to big changes.
Result
Viral Impact
The video went viral, significantly raising awareness about the charity and its mission.
Increased Donations
The viral nature of the video led to a surge in donations.
Enhanced Awareness
Significantly raised the profile of the Samar Charity Foundation, reaching an audience far beyond the initial target.