The campaign intends to raise money and, at best, turn people into regular contributors. Simply asking for a donation would have the opposite effect. Therefore, the audience needs to be sensitised. We have to emotionally involve people so strongly that they will engage with the topic and visit the website. Here, they receive all necessary information on the association ‘Hilfe für Krebskranke Kinder Frankfurt (Help for children with cancer, Frankfurt)’ and its projects. Here, of course, people have the opportunity to help the association financially and become regular contributors.

It all started with a child’s question. It was not sick. Yet, it was thinking about questions concerning death. The way the child posed its question made clear how children approach this topic. Thereafter, the visual execution followed. It should fit a naive way of posing questions. We decided to use illustrations and developed a visual concept in which the headline would be seen as a thought within a head – as a reference to the formal structure of the text. We instructed the first illustrator. However, only the third illustrator we asked was able to convince us.

The campaign was perceived as very authentic. It touched people deeply – without paralysing them. Spontaneous comments outside the agency were overwhelmingly positive. The click rate on the website rose immensely. How many of the additional website visitors donated money or turned into active volunteers could not be measured because it was not possible to directly identify the donors or helpers who were activated by our campaign. The general variability concerning this sphere does not allow for a reliable estimate.