The World Bank’s International Development Association IDA is in need of more funding to assist the world’s 75 low-income countries with basic social services. Funding is granted by governments. We need a campaign to increase awareness among the general public which is the main objective. Secondarily the vision is that this political pressure will increase funding for development aid in the longer run. Finnish S Group is an excellent match to collaborate with IDA in this campaign as their mission is to build a better place to live together and can have a big impact in its own market, Finland.

As stated in the brief IDA needs more funding but it competes with other things in the government budget with domestic resources being their main competition. Brand awareness among the public is low and IDA wants to grow it to generate public pressure for countries to donate. To match the brief, we created a collaborative campaign between our company S-group and IDA to raise awareness and to add political pressure to increase funds for development aid provided by IDA. The success of this campaign is measured in brand awareness and earned media hits. The goal is to have people see the campaign, speak about it, post about it and demand politicians act towards increasing funds for IDA’s development aid.

As stated in the brief IDA needs more funding but it competes with other things in the government budget with domestic resources being their main competition. Brand awareness among the public is low and IDA wants to grow it to generate public pressure for countries to donate. To match the brief, we created a collaborative campaign between our company S-group and IDA to raise awareness and to add political pressure to increase funds for development aid provided by IDA. The success of this campaign is measured in brand awareness and earned media hits. The goal is to have people see the campaign, speak about it, post about it and demand politicians act towards increasing funds for IDA’s development aid.

The creative idea started from the most basic human need, clean water and food.

We in developed countries are privileged to have these but it is still a luxury in many countries. S-Group makes the reality of these countries visible with the campaign and brings products contaminated looking products to the market. This is developed to appeal to younger audiences and targeted with a key message: Together we make a better place to live. The launch event is a pop-up store that is selling the products in the middle of capital city Helsinki to engage and educate the audience. In the second phase S-group brings these products into its stores to reach a larger audience. The last phase inspires action as we encourage people to send a Fishy water bottle to their members of parliament and we collaborate with influencers to act and target decision makers.