In this HEKS campaign one doesn’t donate but rather gives gifts. And these gifts arrive twice: In the form of a beautiful certificate for your girlfriend, grandmother or boss. And something useful for people in need. A beehive, for example, means a higher income for poor Latin American farmer women. Print ads, posters, web banners and actions direct you to an online shop where you can choose from among 30 original gifts, from a pig to a fishing boat to an outhouse.

The campaign succeeded in the highly competitive donor market so well that HEKS needed to enlist additional personnel to keep up with new orders. The ambitious objectives were surpassed by thirty%. Various newspapers and magazines seized on the idea thereby providing free PR during the pre-Christmas season.