Thursday, August 11, 2011

Half for Happiness Project

Casa do Zezinho is a Brazilian based NGO that focuses on low-income areas providing housing, food and help to those in need. To help raise awareness for it's cause and gain some financial support, the NGO sought out a partnership with two Brazilian supermarket chains. Customers in the supermarkets were given the opportunity to buy half of their fresh good products instead of the full product and share their food with those in need. Each product was wrapped and branded with the NGO's logo. The premise was to have customers pay full price for half of the fresh products, and 50% of each purchase would go directly to Casa do Zezinho. Although the products were branded and information was provided on the packaging, the products were displayed without any other communication. A quiet and authentic way to get people to donate to a great cause. No unnecessary use of banners and promotions or guilt ridden requests. Just a simple choice when skimming the produce aisle.

The results were great! Consumers were impressed by the subtle and unusual approach to donation, remarking that they learned about how a small donation can go a long way. With the success of the campaign visible, a third supermarket signed up for partnership.  Donations to the Casa fo Zezinho went up by 28% compared to the previous year. And the campaign won a Silver Outdoor Lion at the 2011 Cannes International Festival of Creativity.

Project was created by AlmaBBDO.