Christer Allansson Creative Director ANR. BBDOOscar Matsson Photo This campaign is one of a number of campaigns conducted for Goteborgs Raddningsmission during the course of the year. The aim of these campaigns has been to make the people of Gothenburg more aware of the organisation and its activities, so that they are more willing to make donations to suppirt its work. Awareness has definitely increased, but has not been documented.The results however speak for themselves however.The target for 2001 was to increase donations by 46% in comparison with the results for 2000. A target of 800 new donors was also set for the year.The actual result was a 95% increase in donations, in other words more than double the set target. The number of new donors totalled 1750, compared with the target of 800. The main medium was outdoor advertising. We chose this medium because we wanted to make the people of Gothenburg aware that there are homeless people in Gothenburg. We wanted to confront the people of Gothenburg in a relevant way in precisely the setting where the main problem exists. In addition to the strengths of the medium we wanted to exploit the fact that we are communicating with the target group exactly where this uncomfortable problem exists. We therefore chose to dramatise our message by using extras in sleeping bags. Because homelessness has a face, as we see when we walk through town, we chose an outdoor medium. In addition to the usual posters we decided to emphasise the features of the medium in a relevant way. We have used a relvant approach to highlight the real problem, i.e. that Gothenburg also has homeless people. We have done this without playing for effect or sympathy. We have in a simple and naked way confronted the residents of the city with this fact. By using the strength of the medium and its location, and by dramatising the message, we have achieved a powerful effect.

Because homelessness has a face, as we see when we walk through town, we chose an outdoor medium. In addition to the usual posters we decided to emphasise the features of the medium in a relevant way.