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BTI: Sisterhood Augustinessen
Since 1952 the Sisterhood Augustinessen of St. Monica is located downtown Amsterdam, The Netherlands. Helping the homeless is one of their activities, which is promoted by a "streetvertising" campaign. What's behind this idea?
 Creative team: Jeroen van der Sluis & Loek van Doorn (concept/strategy, doorn & roos), Leontien Wegman & Jacqui Dolan (creation), Nienke Hinsenveld & Maartje van Leur (production), Richard Juffermans (account), Zuster Witlox regie & RTV: Pirke Bergsma (Pirke Productions). Campaign: TV commercials, printed ads, flyers, and e-mail brochures. Idea: Sisters and the homeless helping each other. Donators get the opportunity to have their ads on coats worn by homeless people. A win-win situation for everyone!  Where: Coincidentally, we met the sisters and wanted to help them for free, together with photographers, dm agencies and printers.   Satisfied: We at doorn & roos think streetvertising - as a creative way of advertising - has a bright future. The campaign received a lot of free publicity, which is beneficial for the sisterhood. The participating homeless felt good to do something back in return to the helpful sisters, who not only provide packed lunches but also have a conversation with them on a daily basis.  Comment: Streetvertising is an interesting medium for advertisers/donators with courage. It can be a tool for an ad hoc campaign, which in this case caught the attention of shopping people in Amsterdam for 24 hours a day. |
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posted by BlogFonk: Friday, February 11, 2005 [#]