Integrated campaign for Action Against Hunger.
The aim of the campaign was to raise awareness about the food crisis on the Sahel region.
This region is not that far away from Europe but no one is paying attention to it. People are suffering there but we are not thinking about them and this crisis has existed for far too many years.
Like car mirrors, here to warn about danger, we are not thinking about them as often as we should do.
This campaign was 3 weeks long.
First week.
A twitter campaign, for each tweet with the associated #actionsahel the user was able to send its tweet to some french influencers. For those offline, the campaign print version was released.
Second week and weekend.
Release of the online banner, when clicked the user landed on the Action Against Hunger website and was invited to be part of a live tweet. The event was also announced via led screens in some of the most busy streets of Paris. During the saturday night, all the tweets with #actionsahel were tracked and all writter the usernames were composing the face of the child featured on the campaign.
Third week.
Releasing of the last part of the campaign, putting some fake mirror on the rental-bikes of Paris, having the users in direct confrontation with the message.
Results
The campaign was showcased on french tv shows (similar to bbc breakfast or news) and on advertising related website (e.g. osocio.org, thedrum.com).
OTS 2,5millions
Tweets during the saturday event +3,000
Tweets OTS +75,000
Press, Tv, Radio +60
3,500 bikes were customized