While in Germany more and more money is spent on kids’ luxury athletic apparel, more and more kids have to live on less than 10 € a day – even sports turns into an unattainable luxury. The result: social exclusion.

Our brief: draw attention to this grievance and help “Sportjugend Hessen” [athletic youth organization for the German Federal State of Hessen] to generate donations to fight against children’s poverty.

With our campaign, we wanted to show the contrast between child poverty and the continually rising affluence in Germany. We used the fact that the public image – also in Germany – is increasingly dominated by glamorous high-gloss pictures from fashion and advertising. So we presented needy children wearing their typically threadbare, dirty and badly fitting sports clothes on stage in a typical high-gloss glamour style. Whether in our own fashion catalogue, our own boutique or the Web fashion show: our design was a surprise and created a lot of attention.

A donation campaign that is more than skin-deep: During only four weeks, the website and our donation shop generated several hundred euros per day coming from private persons. Overall, donations totalling in the five-digit euro range were collected for the good cause – plus additional substantial contributions by companies and organizations all over Hessen.