Brave Camp provides experience based therapy for children suffering from cancer and chronic disease.

It relies on the 1% PITs of the taxpayers in its day-to-day work. 30.000 organizations compete for the same 1% in Hungary.

How could we stand out from the crowd of the other foundations, and make taxpayers stand out for our children?

Everybody else does it the beggar’s way, building on negative feelings: shock, grief and regret.

In the Brave Camp children can gain positive power to fight against their most frightening enemy: their own disease.

So we gave the taxpayers a bit of the Brave Camp experience like vitality, victory and fun.

To make this happen we took the most exciting challenge of the camp, climbing a 9 meters tall pole the Brave Tree, and made it the core of our campaign.

Our TV ad showed one of the little heroes conquering the giant pole and overcoming his own fear. Finally we have presented a supporting event starring a 3D floor painting Brave Tree, and all stand outs appeared on the Facebook site instantly.

We managed to increase the number of supporters by 40%.

From a budget of 50 000 Euros, we generated 250.000 Euros in donations.

We also planted a virtual Brave Tree in a Facebook app, so the friends of the foundation could grow the tree by a virtual 1% stand out by 1% of its original height.

Since we knew that most taxpayers like to decide minutes before the deadline of the PIT donations, we supported the very end of the campaign with a live event, the 3D street painting of our brave tree on a popular location of Budapest. People could stand on the tree for a picture, and all stand outs appeared on the Facebook site instantly. We invited several celebrities to the event, that dragged media attention and attracted more people to the event and to the Facebook site of the foundation.

Finally we managed to increase the number of supporters by 40%.

From a budget of 50 000 Euros, we generated 250.000 Euros in donations.