North Star Alliance, (http://www.northstar-alliance.org) a not for profit organisation is providing high quality health services to vulnerable communities throughout Africa. Essentially they take a shipping container, remodel it as a medical centre, and drop them down throughout Africa's convoluted highways focused on treating and reducing HIV in truck drivers and sex workers.
Their head office is in Utrecht, Netherlands, and although their is some great corporate partners, there is limited public presence, hence looking to find ways to gain more funding which will help to develop more centres (and help more people). Part of this is the below opportunity;
The NRC - a high-profile Dutch Newspaper - runs an annual Charity Ad Awards comp (http://www.nrccharityawards.nl/) which gives charities the opportunity to submit a print ad which will be judged by a panel from NRC, and the potential to win a prize of 75,000 Euros of advertising.
To make the Ad most effective - and for it to be successful in the competition — with actual publication as a result - we had to present an image that is provocative yet relevant. Only with the attention of readers we’re able to explain what is actually happening in the world - through the text providing more context and detail.
One of the things relevant to this story - the so called ‘tea-trail’ - was the base for the concept of this Ad and it’s visual.
By using an ‘every day item’ such as the tea bag - but by presenting it with an alarming twist - readers are confronted and questioned to consider if this story is applicable to a situation of their own.
What is an every day experience to who?
As common as a cup of morning tea is for us - it might be just as common as living with HIV for the truck drivers in many African nations.
The ad is targeting the readers of NRC who are; "Thanks to our high-quality journalistic approach, we appeal to the decision-makers of today – and tomorrow. In general, our readers are well educated and autonomous with considerable spending power and an open-minded view of the world. Members of this target group have a need for objective, high-quality journalism to help put their decisions in context."
Yet awaiting judgment of both Jury and the Public in this Charity Comp.
> Needless to say that ‘any’ media coverage or other attention regarding this Advertisement and its message will be beneficial to the initial cause.
Synsation Brand Design
Level 5 104 Commonwealth Street Surry Hills, NSW 2010 AU