Action Against Hunger carries out several projects in their effort to end hunger. They are currently raising funds for an important project: Improving health in Niger, the third poorest country in the world according to the Human Development Index. The goal was to raise the €100,000 needed to finance the project and to raise awareness among the target about how rampant poor health is keeping Niger from developing as a country. To spread the message, the client wanted to send out an email to a database of 300,000 contacts, directing them to the campaign microsite.

To communicate the message, we created a website for a fictitious hotel - The Niger Luxury Club - which represented everything that Niger could one day be. Upon entering, users are impressed by the luxury and service the hotel offers. As they scroll down, they realise it’s not what it seems. Flies take over the page and the pictures change to reflect the true state of Niger. At the bottom, users read a sentence swarmed with flies: Niger could be a developed, self-sufficient country, but it is instead becoming a giant landfill. Help us keep this from happening”.

Response to email Emails sent: 291,785 Opened: 64%Click ratio: 21%Results in first month onlineVirals sent: 218,437Visits to site: 422,098 Average donation: €24.91Total donation: €181,000