"Licht ins Dunkel (Light into the dark)" is the largest humanitarian initiative in Austria. For the past 35 years, the charity has been soliciting donations for the benefit of physically and mentally disabled children. The objective was to create a TV spot and call to action that creates maximum awareness and willingness to donate among Austrian audiences.

After 35 years of existence in Austria almost every Austrian knows about the charity. To remind people of their continued aid over he last 35 years, we decided to show them what their donations have produced. Instead of featuring a disabled child in need, we focussed on adults having received help from the charity some 35 years ago, enabling them to lead a normal and happy life. Of course, we did not forget to include a call for continuing donations at the end of the commercial.

The commercial was broadcast heavily on ORF, Austrias largest TV network, during a two-month period leading towards the christmas holidays. A total of 10 million Euro in donations was generated – an increase of 15% over the previous year and an enormous amount for a country with only 8 million residents like Austria.