The new online shop consist of a large number of items, from clean water and mosquito nets to midwives and doctors. We needed a physical/graphic solution that incorporated the entire range in a card that worked both for the buyer and receiver, all while also communicating the concept of ‘setting the aid in motion’, which was the idea behind the entire launch campaign.

We made unique illustrations of each shop item and created a gift certificate consisting of a sleeve with a card inside that you pull out. If you for example bought a vaccine from the shop, you get a certificate with a symbol of a syringe on the cover. As you then pull out the card to read about the vaccine programme and where your money will go - the syringe on the cover goes from white to red, hence dramatizing the process of setting the aid in motion.

The 2013 christmas campaign far exceeded the 2012 campaing in total donations. The online shop has arrived at an all time high in convergence.