Aamu Pediatric Cancer Foundation's dynamic campaign stopped passers-by to donate
Aamu Pediatric Cancer Foundation's campaign Remove this ad for children's cancer research is appealing to a large audience. Advertising agency N2 Creative designed a stopping dynamic execution that encouraged donations to charity. We provided pro bono visibility for a meaningful campaign, giving an important cause the exposure it deserved.
Client: Aamu Suomen Lasten Syöpäsäätiö
The campaign's main message: 'Donate and remove this ad'
Campaign Goal: To raise awareness and donations for the Aamu Pediatric Cancer Foundation
Target audience: all Finns: primarily individuals, secondarily companies
Campaign period: 29.8.2022-18.9.2022
The Aamu Foundation wanted to create a campaign that would stand out from the rest and appeal to the general public in a more convincing and comforting way - by encouraging action. The goal was to create a campaign where the actor truly realises the impact of their donation.
"What if we made an ad where the viewer could be an active agent in a whole new way? One where by donating to children's cancer research, you could concretely remove a piece of the image that represents your biggest enemy, 8-year-old Ella's cancer cell," summarises Laura Paasio, Aamu Foundation's agent, and N2 Creative's designers Pasi Lindqvist and Miikka Saari.
Outdoor advertising for an important cause
Memorable and attention-grabbing outdoor advertising campaigns are an effective way to raise awareness among the general public or activate a desired target group. The Aamu Foundation used outdoor advertising in both senses of the word, because in addition to raising donations, the aim was to raise awareness of the foundation.
"For the Aamu Foundation, outdoor advertising is a vital part of reaching that large audience. Doing social media covers a smaller audience that is touched by the issue. Outdoor advertising plays a big role in building awareness: to let people know that we need to work in Finland to fund cancer research," says Laura Paasio, Aamu Foundation's representative.
The Remove This Ad campaign got off to a great start. The ad, and with it the Aamu Foundation, received a lot of attention and donations were received at an accelerating pace. The campaign has received a lot of positive feedback for its idea and uniqueness.
"When designing advertising, we always make sure that the ad stops you in your tracks, makes you think and activates you to take action. This also applies to outdoor advertising. In addition, the goal is to create marketing communications with a unique idea and the highest possible quality of execution," describe N2 Creative's designers Pasi Lindqvist and Miikka Saari.
Dynamic campaign activates audience
In outdoor advertising, it is essential to get the viewer to act, reflect and pause. Distinctive execution and creative elements are at the heart of a successful advertising campaign - Aamu Foundation's campaign was particularly evocative and created a meaningful dialogue between the target audience and the brand. The QR code used in the campaign was a simple and quick way to activate the viewer and get them to donate.
The Aamu Foundation campaign made excellent use of the potential of digital outdoor advertising, bringing dynamism and real-time to the campaign in a tangible way. The dynamic ad changes in real time according to a pre-selected factor. With each donation to the Aamu Pediatric Cancer Foundation, the ad featuring the cancer cell would remove a portion of the ad corresponding to the amount of the donation. This was an ingenious and touching way to engage the public in the campaign.
"Dynamism is what makes the ad and its idea real. The donor can see with their own eyes how the piece of the cancer cell image corresponding to their donation is removed in real time," say Pasi Lindqvist and Miikka Saari.
Outdoor advertising has a positive impact on the world around us
We want to be more than just a media provider - our raison d'être is summed up in the phrase"a Platform for Brands & a Platform for Good", the latter referring to our desire to positively impact the world around us.
"In a way, pro bonos encourage different, distinctive implementations," say Pasi Lindqvist and Miikka Saari.
We promote justice, well-being and equality through our actions. We feel that, in addition to our commercial activities, we also have a lot to offer in terms of presenting socially important issues and stimulating debate. We therefore provide pro bono visibility to a number of different charity campaigns each year.