Situation

During Chinese New Year, red packets filled with money are exchanged between friends, family and coworkers as a way of passing on blessings and good fortune.

Brief

Increase donations for Save the Children during the festive season.

Objectives

Raise money for the Save the Children charity.

A creative twist on an age-old tradition. We transformed the traditional red packet into a quick and simple way for people to donate money, by designing them in such a way that when they are opened and unfolded they become a donation envelope. Postage is prepaid, so people simply turn the red packet inside out, insert money and place it in the post box.

Approach

During Chinese New Year, red packets filled with money are exchanged between friends, family and coworkers as a way of passing on blessings and good fortune. It is a time of great emotional warmth and we saw an opportunity to harness that goodwill in the form of donations for those in need.

Target Audience

Everyone in Hong Kong, from the young to the old, exchange these packets, so our target audience was vast.

Call to Action

A little is a lot to some children. Please donate.

Every year, Save the Children produces red packets for other companies to distribute amongst their employees at Chinese New Year. This year, with the new design, those employees could quickly donate some, or all, of the CNY money they have received from their employer. A simple twist could make a big difference.

This year we distributed 2000 red packets and almost 90% were returned with a donation. We managed to redirect the goodwill of CNY towards children in dire need of help.