How Charities Became Donors
On April 12, during the ADCN Awards Ceremony 2016, 70 awards were presented: 67 Lamps in the main categories Advertising, Design and Craft, two Talent Awards, and one Grand Prix. This Grand Prix went to ‘How Charities Became Donors’ of the organization Free a Girl, made by TBWA\Neboko.
“Free a Girl is a Dutch foundation with a relatively new, effective approach. We infiltrate brothels with rescue teams to free the girls and to fully rehabilitate them. We are a small charity organization, and people mainly donate to the bigger charities that are already well-known to the general public. So, the question was: how can we reach as many people as possible… with a budget that’s just big enough for one single print ad?”
“We approached the larger charities and asked them to lend their trustworthy brand identity to our cause for just one day. And they did! They raised awareness for Free a Girl through the media they use to reach their own donors. That day, more than 30 charities fought child prostitution together.”
Client: Free a Girl
Concept: Billy Witbraad, Vanessa Burgmans
Art director: Billy Witbraad
Winner Grand Prix ADCN Awards 2016