What would the world be without fighters? This is an email-campaign for a taxi service for the disabled.The brief: Tixi is a taxi service especially for disabled people who cannot use public transport. Since the government funds for this social institution were withdrawn, Tixi has been fighting for survival. This made it necessary to seek to boost the level of donations in 2007 with a striking publicity campaign.

The solution:Emails were sent to financially strong persons and opinion leaders.They played what were apparently the original speeches or songs of famous “fighters”: from Martin Luther King to Bob Marley via John F. Kennedy. But they were shockingly different from the original. And were sudden cowardly and self-centred. This showed what a poor place the world would be without social commitment.

The results:The volume of donations was boosted by +128% compared with the previous year. (Source: Tixi Annual Report.) Numerous newspapers and magazines reported on the “provocative fundraising campaign”, which multiplied the advertising impact.